Friday, 4 July 2014

Friday Research: Dilemma of Sharing With Mom But Not With Facebook Buddies

When Will You Use This?  

Planning electronic and traditional word-of-mouth campaigns and promotions.

What’s The Red-Letter Bite Today? 

Word of mouth has always been a powerful marketing method and now, social media platforms enabled people to share their opinions and views in a flash. But are your customers really willing to make those awaited recommendations? Is there any difference between online and face to face word-of-mouth refferals?

Current research* found that consumers are generally less likely to offer electronic word-of-mouth on online social sites (sWOM) than traditional word-of-mouth (WOM). This study also revealed the fact that individual’s need for self-enhancement reduces the difference between consumers’ willingness to provide sWOM versus WOM.

sWOM refferals increase social risk?

Addition To Your Bag of Tricks    

This research shares a few insights to help you in planning your word-of-mouth promotions. As authors suggest, "first, heightening consumers’ need to self-enhance can encourage word of mouth referral. Some have suggested that pre-announcing the arrival of a new product achieves this; future products are inherently less certain but more interesting than existing products and allow consumers to self-enhance by talking about them. Second, marketers could take steps to ensure that consumers do not feel threatened by social judgments and sanctions as a result of sWOM. Perhaps providing opportunities for consumers to selectively share their opinions with members of their social network might help achieve this. Google appears to have recognized this with their “Google Circles” feature in their social media platform."

*Eisingericha A. B., Chunb H.H., Liuc Y., Jiad H., Bell S.J. Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth. Journal of Consumer Psychology: July, 2014. {Thanks for the material}

P.S. When you’re done reading, I’d love for you to share your experience with word-of-mouth? Leave a comment or Tweet me, let's chat!

P.P.S. Need some help on crafting your marketing message? Let's do this together.

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