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Social amplification: A mechanism in the spread of brand usage

•The spread of new brands, categories, ideas and fashions by word of mouth has been likened to the spread of a disease.•We propose that those already using a product generate extra word of mouth when they hear positive comment on their brand.•We present evidence which supports this mechanism.•We sho...

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Bibliographic Details
Published in:Australasian marketing journal 2017-02, Vol.25 (1), p.20-25
Main Authors: East, Robert, Uncles, Mark, Romaniuk, Jenni, Lomax, Wendy
Format: Article
Language:English
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Summary:•The spread of new brands, categories, ideas and fashions by word of mouth has been likened to the spread of a disease.•We propose that those already using a product generate extra word of mouth when they hear positive comment on their brand.•We present evidence which supports this mechanism.•We show that a likely basis for social amplification is the reuse of phrasing from the received word of mouth. This paper is concerned with the way in which positive word of mouth (PWOM) about brands spreads their usage. We find that brand users, who have heard positive comments on their brand, offer nearly twice as much PWOM as users who have not heard such comments. We identify a transmission mechanism that underpins the production of PWOM; specifically, that social amplification underlies this effect. While brands are at the core of our investigation, background theory comes from the literature on diffusion and the adoption of new products. We explain the social basis of new product adoption and argue that social amplification works alongside the classic infectious disease model of diffusion and results in further adoptions when the extra WOM reaches non-users. We support this account with evidence using data from studies on branded mobile phones, movies, vacation destinations, hotels, restaurants and fashion stores. It is proposed that recommendation received from others stimulates more PWOM because it provides a script which the receiver of the recommendation can use in subsequent conversations, and we offer empirical support for this proposal. 本文讨论了通过品牌正面口碑宣传(PWOM)推广品牌使用情况并指出一个促进 PWOM 的机制。本文发现,那些听说过有关对其品牌正面评价的品牌用户提供的 PWOM 几乎是没听过此类评价用户的两倍。本文提议的一种特殊的传播机制——社会放大分析框架是产生这种影响的基础。虽然品牌是本研究的核心,但理论依据来自新产品推广与采用的宣传资料。本文介绍新产品采用的社会基础,并认为当额外的 WOM 触及新顾客时,社会放大分析框架与传统的传染病推广模式共同起作用,可促进产品的进一步采用。本文利用品牌手机、电影、度假胜地、酒店、饭店和服装店的相关研究数据,以有说服力的证据证实了这种观点。本文提议他人的推荐可以刺激产生更佳的 PWOM,因为它为建议接收者提供了一个宣传版本,以供在后续会话中使用,本文为这种方案提供经验支持。
ISSN:1441-3582
1839-3349
DOI:10.1016/j.ausmj.2016.12.002