Word of Mouth Research Traditions

  • Martin Oetting


Modern research about word of mouth was most probably born when the the concept of the “opinion leader” was introduced, which resulted from studies in the field of political communications. Only a few years later, an early marketing-driven study analysed the way communication about innovations spread among neighbours. The following paragraphs provide an introduction to these early studies.


Opinion Leader Purchase Intention Negative Word Personal Influence Vant Word 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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© Gabler | GWV Fachverlage GmbH 2009

Authors and Affiliations

  • Martin Oetting

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