Mouth to mouth

May 2007
Marketing Management;May/Jun2007, Vol. 16 Issue 3, p4
The article discusses a metric to determine the importance of word-of-mouth in advertising. Consumers commonly create informational and social networks by exchanging discourse on the Internet, revealing the necessity for marketers to understand this communication as it applies to their product. Marketing researcher Paul Dwyer examines preferential treatment to show that expert power is the primary attraction between community members, as well as quantifying and investigating the interplay between preferential attachments in social networks.


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