Construct · 1 fields · 1 citations

firm-created word of mouth: a standalone construct

One name. One construct. A landmark on the map.

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firm-createdword of mouth1 CONSTRUCTFirm-created word ofGODES · MARKETING

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Marketing

word of mouth that a firm deliberately stimulates among customers or noncustomers, studied for which seeded agents generate conversation that drives sales.

In marketing, firm-created word of mouth refers to word of mouth that a firm deliberately stimulates among customers or noncustomers, studied for which seeded agents generate conversation that drives sales. This meaning comes from Godes (2009) in Marketing Science.[1]

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Nearby constructs

word of mouth4 fields · 6 citationsjingle · one label, three objectsword3 fields · 5 citationsjingle · one word, three constructs

References

  1. Godes, D., & Mayzlin, D. (2009). Firm-Created Word-of-Mouth Communication: Evidence from a Field Test. Marketing Science, 28(4), 721-739. https://doi.org/10.1287/mksc.1080.0444

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