Word of mouth marketing is not hampered by disclosure
A new study by Northeastern University and released at WOMMA’s latest conference found that disclosure does not hamper word of mouth marketing (here on AdAge).
In fact the study, which included 800 word of mouth agents and the people to whom they talked up brands, found that: “More than three-quarters of respondents called the affiliation a “non-issue.””, and that “Moreover, he concluded, the rate at which messages were passed along was 70% higher when that relationship was disclosed.”
if this study holds up to scrutiny, this is a pretty interesting finding. So if people know that the word of mouth message is part of an organized campaign they are more likely to pass on the message.
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