Think Your Product Is Too Boring for Word of Mouth Marketing? Think Again

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.

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