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online, see Dina Mayzlin, “Promotional Chat on the
Internet,” Marketing Science 25 (March–April 2006),
pp. 155–63; and Judith Chevalier and Dina Mayzlin,
“The Effect of Word of Mouth on Sales: Online Book
Reviews,” Journal of Marketing Research 43 (August
2006), pp. 345–54.
56. Stephen Baker, “Looking for a Blog in a Haystack,”
BusinessWeek, July 25, 2006, p. 38.
57. Heather Green, “The Big Shots of Blogdom,”
BusinessWeek, May 7, 2007; TreeHugger,
www.treehugger.com/about.
58. Kim Hart, “Angry Customers Use Web to Shame
Firms,” Washington Post, July 5, 2006.
59. For a thorough review of relevant academic literature,
see Christophe Van Den Bulte and Stefan Wuyts,
Social Networks and Marketing (Marketing Science
Institute Relevant Knowledge Series, Cambridge, MA,
2007), and for some practical considerations, see
“A World of Connections: A Special Report on Social
Networking,” Economist, January 30, 2010.
60. Allen Adamson, “No Contest: Twitter and Facebook
Can Both Play a Role in Branding,” www.forbes.com,
May 6, 2009.
61. “Profiting From Friendship,” Economist, January 30,
2010, pp. 9–12.
62. “A Peach of Opportunity,” Economist, January 30,
2010, pp. 9–12.
63. Claire Cain Miller, “The New Back Fence,” Forbes, April
7, 2008; CafeMom, www.cafemom.com/about.
64. Michael Learmonth and Rupal Parekh, “How Influential
Are Angry Bloggers? Ask Johnson & Johnson,”
Financial Week, November 19, 2008; Seth Godin, “We
Feel Your Pain,” Seth’s Blog, November 17, 2008; Jim
Edwards, “J&J Triggers Mommy War With Motrin ‘Anti-
Baby Sling’ Ad,” www.bnet.com, November 17, 2008.
65. Stephen Baker, “Beware Social Media Snake Oil,”
Bloomberg BusinessWeek, December 14, 2009,
pp. 48–51.
66. Ralf van der Lans, Gerrit van Bruggen, Jehoshua
Eliashberg, Berend Wierenga, “A Viral Branching Model
for Predicting the Spread of Electronic Word of Mouth,”
Marketing Science 29 (March–April 2010), pp. 348–65;
Dave Balter and John Butman, “Clutter Cutter,”
Marketing Management (July–August 2006), pp. 49–50.
67. Emanuel Rosen, The Anatomy of Buzz (New York:
Currency, 2000).
68. George Silverman, The Secrets of Word-of-Mouth
Marketing (New York: AMACOM, 2001); Emanuel
Rosen, The Anatomy of Buzz (New York: Currency,
2000), chapter 12; “Viral Marketing,” Sales & Marketing
Automation (November 1999), pp. 12–14.
69. Will It Blend? www.willitblend.com; Blendtec,
www.blendtec.com; Piet Levy, “I Tube, YouTube,”
Marketing News, March 30, 2009, p. 8; Phyllis Berman,
“Food Fight,” Forbes, October 13, 2008, p. 110; Rob
Walker, “Mixing It Up,” New York Times, August 24,
2008; Jon Fine, “Ready to Get Weird, Advertisers?”
BusinessWeek, January 8, 2007, p. 24.
70. Renée Dye, “The Buzz on Buzz,” Harvard Business
Review (November–December 2000), p. 139.
71. Robert Berner, “I Sold It through the Grapevine,”
BusinessWeek, May 29, 2006, pp. 32–34.
72. Barbara Kiviat, “Word on the Street,” Time, April 12,
2007; Dave Balter, “Rules of the Game,” Advertising
Age Point, December 2005, pp. 22–23; Scott Kirsner,
“How Much Can You Trust Buzz?” Boston Globe,
November 14, 2005; Linda Tischler, “What’s the
Buzz?” Fast Company, May 2004, pp. 76–77.
73. Matthew Creamer and Rupal Parekh, “Ideas of the
Decade,” Advertising Age, December 14, 2009.
74. Amar Cheema and Andrew M. Kaikati, “The Effect of
Need for Uniqueness on Word of Mouth,” Journal of
Marketing Research 47 (June 2010), pp. 553–63.
75. Jacqueline Johnson Brown, Peter M. Reingen, and
Everett M. Rogers, Diffusion of Innovations, 4th ed.
(New York: Free Press, 1995); J. Johnson Brown and
Peter Reingen, “Social Ties and Word-of-Mouth
Referral Behavior,” Journal of Consumer Research 14
(December 1987), pp. 350–62; Peter H. Riengen
and Jerome B. Kernan, “Analysis of Referral
Networks in Marketing: Methods and Illustration,”
Journal of Marketing Research 23 (November 1986),
pp. 37–78.
76. Malcolm Gladwell, The Tipping Point: How Little Things
Can Make a Big Difference (Boston: Little, Brown &
Company, 2000).
77. Terry McDermott, “Criticism of Gladwell Reaches
Tipping Point,” Columbia Journalism Review,
November 17, 2009; Clive Thompson, “Is the Tipping
Point Toast?” Fast Company, February 1, 2008;
Duncan Watts, Six Degrees: The Science of a
Connected Age (New York: W.W. Norton, 2003).
78. Douglas Atkin, The Culting of Brands: When
Customers Become True Believers (New York: Penguin,
2004); Marian Salzman, Ira Matathia, and Ann O’Reilly,
Buzz: Harness the Power of Influence and Create
Demand (New York: Wiley, 2003).
79. Bob Greenberg, “A Platform for Life,” Adweek NEXT,
September 14, 2009, p. 38.
80. Michael Trusov, Anand V. Bodapati, and Randolph E.
Bucklin, “Determining Influential Users in Internet
Social Networks,” Journal of Marketing Research 47
(August 2010), pp. 643–58.
81. Dave Balter and John Butman, “Clutter Cutter,”
Marketing Management (July–August 2006), pp. 49–50;
“Is There a Reliable Way to Measure Word-of-Mouth
Marketing?” Marketing NPV 3 (2006), pp. 3–9.
82. Digital Buzz, www.digitalbuzzblog.com; Mashable,
www.mashable.com; Atomic Ideas, www.
atomicideas.com, all accessed August 22, 2010.
83. Keith Barry, “Fiesta Stars in Night of the Living Social
Media Campaign,” Wired, May 21, 2010; Matthew
Dolan, “Ford Takes Online Gamble with New Fiesta,”
Wall Street Journal, April 8, 2009.
84. This section is based in part on an excellent summary,
“Is There a Reliable Way to Measure Word-of-Mouth
E56
Endnotes