Thought I would share a couple of links that I have found interesting over the week.
(1) Guest post from Ed Keller at HouseParty
Word of mouth based on experience is highly credible and actionable, more so than word of mouth triggered by media or marketing, including social media. In fact, half of conversations that are triggered by a good experience lead to a strong “buy it or try it” recommendation.
Kozinets et al. make the argument that WOM marketing is now part of a cultural process. Marketers must understand consumers life structures and the multi-relational networks consumers build online.
(3) Report from Harris Interactive
“People make decisions based on a complex interplay of cognitive preferences and emotional benefits”.