Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness

By John E. Hogan, Katherine N. Lemon, Barak Libai. Journal of Advertising Research, 2004

248 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/96e6b455eacc2cfc63d23d04303292f0083f5959

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Citations in the corpus

The Green Purchase Behavior of Hong Kong Young Consumers: The Role of Peer Influence, Local Environmental Involvement, and Concrete Environmental Knowledge (2010, background): “In addition to the traditional referral reward programs, marketers could also consider using affiliate marketing to encourage peer-referrals on the Internet ( Hogan, Lemon, and Libai 2004 ).”
Factors influencing word of mouth effectiveness: receiver perspectives (2008, background): “However, researchers agree WOM is most important in high risk, high involvement contexts and for more complex services, such as professional services (Ennew et al., 2000; File et al., 1994; Hogan et al., 2004).”
Word of Mouth: What We Know and What We Have Yet to Learn (2013, unknown): “Customer satisfaction has established itself as a key antecedent for WOM (Hogan, Lemon, and Libai 2004) and large-scale survey research across multiple product categories has shown that positive WOM is approximately three times as common as negative WOM (East, Hammond, and Wright 2007).”
Valuing the Real Option of Abandoning Unprofitable Customers when Calculating Customer Lifetime Value (2006, result): “For example, previous research has shown that companies that behave unfairly may be punished in the long run, even when this results in cost to their customers (Kahneman, Knetsch, and Thaler 1986).”
Promotional Marketing or Word-of-Mouth? Evidence from Online Restaurant Reviews (2013, background): “Hogan et al. (2005) show that the lifetime value of a customer acquired through promotional marketing can increase several-fold when the effect of a customer’s WOM is included in the calculation.”
Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value (2010, background): “…and sociologists that customer interactions can strongly affect consumer responses to a product (Arndt 1967; Herr, Kardes, and Kim 1991; Von Wangenheim and Bayón 2007) and can extend far beyond the person with whom the initial transmission was communicated (Hogan, Lemon, and Libai 2004).”