Paper published in Journal of Advertising (JAR) Research
The paper “Deciphering Word-of-Mouth Marketing Campaign Reach: Everyday Conversation Versus Institutionalized Word of Mouth” has been published in Journal of Advertising Research. The paper was co-authored by Lars Groeger who is an associated professor at the Chair of Marketing at the TIME Research Area. Using a specially designed Facebook app and social-network analysis, the authors investigate on the people who are reached by word-of-mouth marketing (WOMM) campaigns and on types of conversations in which WOMM messages are embedded. Moreover, the authors investigate which network clusters of a campaign participants’ social network are activated through WOMM campaigns. The article can be accessed here.