Does word-of-mouth work the same way for all products and in all media? Jonah Berger and fellow Wharton marketing professor Raghuram Iyengar say no: The medium being used — oral versus written — actually influences which products get talked about. What’s more, marketers can capitalize on this knowledge to better exploit the power of word of mouth.
Authors: Jonah Berger, Raghuram Iyengar
Subject: Marketing / Sales