Firm-Created Word-of-Mouth Communication: Evidence from a Field Test

By David Godes, Dina Mayzlin. Marketing science (Providence, R.I.), 2009

899 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/66833552229f207b1ee8c2425214447078413249

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Citations in the corpus

Communication Channels and Word of Mouth: How the Medium Shapes the Message (2013, background): “…of mouth and online reviews have been shown to foster the spread of information (Goldenberg, Libai, and Muller 2001), boost new customer acquisitions (Schmitt, Skiera, and Van den Bulte 2011), and increase sales in various product categories (Chevalier and Mayzlin 2006; Godes and Mayzlin 2009).”
What Drives Immediate and Ongoing Word of Mouth? (2011, background): “…generates more than 3.3 billion brand impressions each day (Keller and Libai 2009), and affects everything from the products consumers buy to the drugs physicians prescribe (Godes and Mayzlin 2009; Iyengar, Van den Bulte, and Valente 2009; Leskovec, Adamic, and Huberman 2007; Moe and Trusov 2011).”
Referral Programs and Customer Value. (2011, background): “Moving beyond referral programs specifically, our study indicates that a stronger focus on stimulated as opposed to organic WOM is worth considering (Godes and Mayzlin 2009 ).”
When Giving Money Does Not Work: The Differential Effects of Monetary Versus In-Kind Rewards in Referral Reward Programs (2014, neutral): “Traditionally, word of mouth (WOM), which is recognized as an important customer acquisition tool, has attracted interest among practitioners and researchers (e.g., Godes and Mayzlin 2009; Iyengar, Van den Bulte and Valente 2010).”
The future of social media in marketing (2019, background): “Currently, social media practice is one where brands encourage consumer engagement online (Chae et al. 2017; Godes and Mayzlin 2009), yet the implications for how these types of actions on the part of the brand to integrate online social media actions and real-life behavior play out are unclear.”
Sharing with Friends versus Strangers: How Interpersonal Closeness Influences Word-of-Mouth Valence (2016, background): “…(Frenzen and Nakamoto 1993; Wilcox and Stephen 2013), subsequent empirical work has primarily viewed and assessed tie strength in terms of frequency of observable interactions between both sides of a social dyad (Bakshy et al. 2012; Brown and Reingen 1987; Godes and Mayzlin 2004; Weimann 1983).”
Brand Buzz in the Echoverse (2016, background): “Research has also explored performance impacts of onlineWOM (Chevalier and Mayzlin 2006; Godes and Mayzlin 2009) and how owned and earned media, including social media, affect sales (Stephen and Galak 2012).”
Visual Influence and Social Groups (2012, background): “If these effects are due to influence, one might wonder whether they are driven by people observing others’ behavior (i.e., visual influence) or by a more network-based process such as word of mouth (Godes and Mayzlin 2004, 2009).”
Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity (2016, positive): “Social media marketing enables word-of-mouth (WOM) advertising campaigns, inducing brand awareness and increasing sales revenue (Godes & Mayzlin, 2009; Kumar & Mirchandani, 2012), and also promotes a firm’s relationships with prospects, which makes it easy to accurately target consumers.”