The role of disclosure in organized word-of-mouth marketing programs
Prevailing views of organized word-of-mouth (WOM) marketing programs suggest that disclosing corporate affiliation reduces perceived credibility and hampers campaign effectiveness. To test this view we surveyed WOM marketing agents and their conversational partners (CP) after a WOM marketing episode...
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| Published in | Journal of marketing communications Vol. 14; no. 3; pp. 225 - 241 |
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| Main Author | |
| Format | Journal Article |
| Language | English |
| Published |
Taylor & Francis
01.07.2008
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| Subjects | |
| Online Access | Get full text |
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| Abstract | Prevailing views of organized word-of-mouth (WOM) marketing programs suggest that disclosing corporate affiliation reduces perceived credibility and hampers campaign effectiveness. To test this view we surveyed WOM marketing agents and their conversational partners (CP) after a WOM marketing episode. Results indicate that when disclosure occurred - defined as when the CP was aware they were talking with a person participating in an organized WOM marketing program - agents were rated as more credible, CPs had fewer negative feelings about the agent's corporate affiliation, and CPs told more people about the brand being discussed. These counter-intuitive results can be explained in part by the existing personal relationship between the agent and CP and invite us to consider how personal relationships may moderate the impact and potential business advantages of disclosure in organized WOM marketing programs. |
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| AbstractList | Prevailing views of organized word-of-mouth (WOM) marketing programs suggest that disclosing corporate affiliation reduces perceived credibility and hampers campaign effectiveness. To test this view we surveyed WOM marketing agents and their conversational partners (CP) after a WOM marketing episode. Results indicate that when disclosure occurred - defined as when the CP was aware they were talking with a person participating in an organized WOM marketing program - agents were rated as more credible, CPs had fewer negative feelings about the agent's corporate affiliation, and CPs told more people about the brand being discussed. These counter-intuitive results can be explained in part by the existing personal relationship between the agent and CP and invite us to consider how personal relationships may moderate the impact and potential business advantages of disclosure in organized WOM marketing programs. |
| Author | Carl, Walter J. |
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| Cites_doi | 10.1108/eb059588 10.1086/225469 10.1086/209380 10.1108/14626000210450531 10.1111/j.1468-2885.2002.tb00258.x 10.1037/h0034225 10.1086/209118 10.1080/1352726042000333180 10.1007/s11002-005-5902-4 10.2307/3149462 10.2307/41166272 10.1177/0893318905284763 10.2139/ssrn.569361 10.2307/1252200 10.1177/026540758700400307 10.1080/03637759909376464 10.1080/096525498346658 10.1086/314309 |
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| SubjectTerms | disclosure institutional interaction personal relationships self-disclosure source credibility stealth marketing word-of-mouth marketing |
| Title | The role of disclosure in organized word-of-mouth marketing programs |
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