Comments on: New research on word of mouth marketing http://www.emergencemarketing.com/2006/05/18/new-research-on-word-of-mouth-marketing/ Thoughts on marketing, innovation, social networking, new products and the impact of technology on all those thingies Sat, 11 Oct 2008 15:35:06 +0000 http://wordpress.org/?v=2.5.1 By: Trevor Attridge http://www.emergencemarketing.com/2006/05/18/new-research-on-word-of-mouth-marketing/#comment-408 Trevor Attridge Mon, 02 Oct 2006 11:20:05 +0000 http://emergencemarketing.com/?p=601#comment-408 WOM depends on good products AND also relevance. There have been many cases where the product is in fact very good, however timing or context has been wrong. However , all things being equal - hyping a product which is indeed poor will loose the peer credability which is all so important and damage the links on which WOM's foundations are built.

WOM depends on good products AND also relevance. There have been many cases where the product is in fact very good, however timing or context has been wrong. However , all things being equal - hyping a product which is indeed poor will loose the peer credability which is all so important and damage the links on which WOM’s foundations are built.

]]> By: francois http://www.emergencemarketing.com/2006/05/18/new-research-on-word-of-mouth-marketing/#comment-407 francois Fri, 19 May 2006 18:26:25 +0000 http://emergencemarketing.com/?p=601#comment-407 Thank you for taking the time to comment. I think that the system has some built-in resistance to that kind of situation. First off, it would be hard to convince a large number of people, many of whom try the product first, to give positive WOM on a product that is bad - remember, they are not paid to say what they are saying - so in effect what is on the line is their personal reputation. As for the comment "bad news always travels faster than good news" - apparently there is some new research that proves otherwise. I will try to put together a post on that this weekend... Thank you for taking the time to comment.

I think that the system has some built-in resistance to that kind of situation. First off, it would be hard to convince a large number of people, many of whom try the product first, to give positive WOM on a product that is bad - remember, they are not paid to say what they are saying - so in effect what is on the line is their personal reputation.

As for the comment “bad news always travels faster than good news” - apparently there is some new research that proves otherwise. I will try to put together a post on that this weekend…

]]> By: Rick http://www.emergencemarketing.com/2006/05/18/new-research-on-word-of-mouth-marketing/#comment-406 Rick Fri, 19 May 2006 17:02:32 +0000 http://emergencemarketing.com/?p=601#comment-406 This post really raises some issues. Could Bzz agents potentially undermine their own effectiveness if they started WOM on a product or service that turned out to be bad? Would people start to distrust the recommenders? Would that distrust eventually spread to unsolicited testimonials? Bad news always travels faster and harder and longer than good news. This post really raises some issues. Could Bzz agents potentially undermine their own effectiveness if they started WOM on a product or service that turned out to be bad? Would people start to distrust the recommenders? Would that distrust eventually spread to unsolicited testimonials? Bad news always travels faster and harder and longer than good news.

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