Future of Brand Building conference report - The Wharton School of ...
Future of Brand Building conference report - The Wharton School of ...
Future of Brand Building conference report - The Wharton School of ...
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Bringing Marketing Academics and Practitioners Together to Study the Blurring<br />
Boundaries between Advertising and Retailing and Research on Online and Offline<br />
Word-<strong>of</strong>-Mouth<br />
Jonah Berger<br />
James G. Campbell, Jr. Memorial Assistant Pr<strong>of</strong>essor <strong>of</strong> Marketing, <strong>The</strong> <strong>Wharton</strong> <strong>School</strong><br />
Dothey<br />
Analternateperspective…<br />
Whyissomeonlinecontentmoreviral<br />
WOMislessaboutmotivatedtransmission<br />
andmoreaboutwhatistop<strong>of</strong>mind<br />
hti t i d<br />
Analysis<strong>of</strong>335buzzmarketingcampaigns<br />
Anxiety(+1SD)<br />
Anger(+1SD)<br />
21%<br />
34%<br />
Summary<br />
16%<br />
Sadness(+1SD)<br />
Awe(+1SD)<br />
30%<br />
opinion.Focusonfact.<br />
Positivity(+1SD)<br />
13%<br />
Emotionality(+1SD)<br />
Interest(+1SD)<br />
Surprise(+1SD)<br />
PracticalValue(+1SD)<br />
14%<br />
18%<br />
25%<br />
30%<br />
beyondusingtechnologies.Focuson<br />
understandingbehavior.<br />
di bh i<br />
– What%<strong>of</strong>WOMisonline<br />
TimeatTop<strong>of</strong>Homepage(+1SD)<br />
20%<br />
40% 20% 0% 20% 40%<br />
%ChangeinFittedProbability<strong>of</strong>MakingtheList<br />
beyond“SpecialPeople.”<br />
contagiouscontent<br />
Berger and Milkman 2010 2011<br />
you.<br />
24 Baker Retailing Center