Word of Mouth
Routing Summary
This folder covers WOM mechanisms and the role of opinion leaders in consumer markets. Contains 2 notes.
- Need WOM propagation rules and positive/negative valence? → Word of Mouth Mechanisms
- Need opinion leader definitions and targeting strategies? → Opinion Leaders and Social Influence
Concept Map
| Concept | Note | Type | Depends On | Key Result |
|---|---|---|---|---|
| WOM mechanisms | Word of Mouth Mechanisms | concept | Consumer Utility Function Components, Social Network Formation in Consumer Markets | WOM can be positive or negative; negative WOM from dissatisfied consumers offsets marketing gains |
| Opinion leaders | Opinion Leaders and Social Influence | concept | Word of Mouth Mechanisms | Karakaya: exogenous 3x multiplier; CUBES: emergent from network position |
Notes
- Word of Mouth Mechanisms — CONTAINS: WOM utility component (), WOM generation rules, positive/negative WOM, WOM in CUBES (imitation process), WOM in Bonabeau (local adoption fraction), empirical claims
- Opinion Leaders and Social Influence — CONTAINS: Lazarsfeld two-step flow, Karakaya opinion leaders (M=200, 3x multiplier), CUBES emergent leaders, comparison table, Rogers adopter categories
Sources
- abm_consumer.pdf — WOM utility and opinion leader targeting
- abm_human_behaviour.pdf — Imitation-based WOM and emergent leaders
- abm_word_of_mouth.pdf — Network-based WOM diffusion
See Also
- Networks and Diffusion — the substrate WOM travels through
- Market Dynamics — the outcomes WOM produces