Word of Mouth Theory Revisited: the Influence of New Actors on Seeding Campaigns

Benjamin Koeck, University of Edinburgh Business School, UK
David Marshall, University of Edinburgh Business School, UK
This study provides a more detailed account of online WOM by examining the relationship between marketers and tech-bloggers. Those bloggers are found to be a socially embedded entity involved in constant and multichannel interactions which moves beyond the understanding of seeding campaigns resulting in a modification of WOM theory.
[ to cite ]:
Benjamin Koeck and David Marshall (2015) ,"Word of Mouth Theory Revisited: the Influence of New Actors on Seeding Campaigns", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 374-378.