When buying apparel and electronics, consumers look primarily to their peers for information about products, retailers, and past shopping experiences. That’s according to a study by the Retail Advertising and Marketing Association and BIGresearch. Findings from the study include: At 44.4%, WOM is the number one influencer in electronics purchases At 34.4%, WOM is the…
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Word of mouth research: WOM is the biggest influencer in apparel and electronics purchases
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Butterfinger’s Buzz: A great mix of online and offline WOM
To promote their new Butterfinger Buzz bar, Nestle mixed a bunch of online and offline word of mouth ideas. Using a special web page for the new candy bar, they encouraged fans to download their stencil and use it along with some paint to spread the word about Buzz on their freshly shaved heads. Participants…
From the archives: Word of mouth from strangers can be more influential than opinions from close friends
Recommendations from people we barely know can be more influential than opinions from our close friends, according to a study by Jacob Goldenberg (Hebrew University of Jerusalem), Barak Libai (Technion-Israel Institute of Technology), and Eitan Muller (Tel Aviv University). The study focused on comparing the personal communication between closer and stronger communications that are within…
Flip politely asks users to share the credit
Thanks to Rohit, we learn that when you’re done editing your latest movie on the new Flip digital camera, you’re presented with an option to share the credit. By checking the box, users agree to let an image appear at the end of the movie saying it was created using Flip. Rather than demanding customers…
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Word of mouth research: Social sites are key resources for consumers
Social media sites are the number one online source for information on a company, brand, or product according to a 2008 study by OTX and DEI Worldwide. Further, nearly half (49%) of these consumers made a purchase decision based on what they gathered. Other findings: 71% of respondents found recommendations from online consumers helpful 67%…
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