Matching the Medium with the Message in Word-of-mouth Marketing

Word-of-mouth buzz is highly valued by marketers, but generating it can be a tricky proposition. In a new paper, Wharton marketing professors Jonah Berger and Raghuram Iyengar discuss how marketers can be more precise in crafting their campaigns to achieve better results. It’s not as simple as blanketing the web with pop-up ads or blasting the airwaves with commercials, they note. It’s about picking the right medium for the right message.

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