An Experiment in Managing Word of Mouth

Abstract

While unarguably one of the most potent forces in marketing, word of mouth has most generally been considered uncontrollable and therefore problematic as an effective marketing promotions tool. In this paper we explore the extent to which word of mouth can be influenced both in content and volume by using strategically delivered communications to potential word of mouth agents. Results from an experiment conducted by the authors show that word of mouth can be seeded, influenced, and amplified. A model is developed to help others do similar experiments manipulating word of mouth, with the goal of eventually making it a recognized and effective promotional tool.