Macquarie University, Sydney Macquarie University ResearchOnline

Showing items 1 - 6 of 6.

Add to Quick Collection   All 6 Results

  • First
  • Previous
  • 1
  • Next
  • Last
Sort:
 Add All Items to Quick Collection
Date: 2015
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/1027086
Description: Word-of-mouth marketing agencies typically report campaign results in terms of the numbers of people receiving the brand message from campaign participants. These reports say nothing about the types o ... More
Reviewed: Reviewed
Date: 2015
Language: eng
Resource Type: book chapter
Identifier: http://hdl.handle.net/1959.14/317112
Description: This case study reports results from three research studies conducted over 12 weeks as part of a product seeding campaign. Partnering with a word-of-mouth marketing (WOMM) agency for this research, st ... More
Date: 2014
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/304865
Description: Purpose – The paper aims to provide a theoretically informed critique of current measurement practices for word-of-mouth marketing (WOMM) campaigns. Design/methodology/approach – An exploratory field ... More
Reviewed: Reviewed
Date: 2014
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/272379
Description: This case study reports results from three research studies conducted over 12 weeks as part of a product seeding campaign. Partnering with a word-of-mouth marketing (WOMM) agency for this research, st ... More
Reviewed: Reviewed
Date: 2012
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/207210
Description: Though marketing academics and practitioners alike acknowledge the importance of capturing and measuring word-of-mouth (WOM), recent advances in this field focus primarily on online interactions, thus ... More
Reviewed: Reviewed
Date: 2011
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/154175
Description: We explore the influence on social-structural attributes on the reach, frequency and effectiveness of product seeding campaigns that aim to exploit customer-generated word-ofmouth. In collaboration wi ... More
Reviewed: Reviewed
  • First
  • Previous
  • 1
  • Next
  • Last