out a website, then online word of mouth is great because the desired
action is only a click away. The same thing is true with offline products
or behaviors. Online word of mouth about pasta sauce is great, but people
need to remember to buy it when they’re actually in the store, so offline
word of mouth may be even better. Also think about whether and where
people do research before they buy. While most people buy a car offline,
they do a lot of research online and may make their decision before they
ever step into the dealership. In those instances, online word of mouth
may sway their decision.
Only one-third of 1 percent:
See
http://articles.businessinsider.com/2009-
05-20/tech/30027787_1_tubemogul-videos-viral-hits
.
“by the efforts”:
Gladwell, Malcolm (2000),
The Tipping Point: How Little
Things Can Make a Big Difference (New York: Little, Brown).
“one in 10 Americans”:
Keller, Ed, and Jon Berry (2003),
The Influentials:
One American in Ten Tells the Other Nine How to Vote, Where to Eat,
and What to Buy (New York: Free Press).
making things go viral:
Right now there is little good empirical evidence
that people who have more social ties or who are more persuasive have a
bigger impact on what catches on. See Bakshy, Eytan, Jake Hofman,
Winter A. Mason, and Duncan J. Watts (2011), “Everyone’s an
Influencer: Quantifying Influence on Twitter,”
Proceedings of the Fourth
International Conference on Web Search and Data Mining, Hong Kong;
see also Watts, Duncan J., and Peter S. Dodds (2007), “Networks,
Influence, and Public Opinion Formation,”
Journal of Consumer
Research 34, no. 4, 441–58. Think about the last story someone told you
that you passed on. Did you share it because the person who told you was
really popular? Or because the story itself was so funny or surprising?
Think about the last news article someone sent you that you forwarded on
to someone else. Did you pass it along because the person who sent it
was particularly persuasive? Or because you knew someone else would
be interested in the information the story contained? In these and most
other cases, the driving force behind word of mouth is the message, not
the messenger.
Dostları ilə paylaş: