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Working Paper No. RHS-06-065
April 24, 2008
Effects of Word-of-Mouth Versus Traditional Marketing:
Findings from an Internet Social Networking Site
Michael Trusov
University of Maryland
Randolph E. Bucklin
University of California, Los Angeles - Marketing Area
Koen H. Pauwels
Tuck School of Business at Dartmouth
Marketing Department
Robert H. Smith School of Business
University of Maryland
College Park, MD 20742-1815
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http://ssrn.com/abstract=1129351
Electronic copy available at: http://ssrn.com/abstract=1129351
EFFECTS OF WORD-OF-MOUTH VERSUS TRADITIONAL MARKETING:
FINDINGS FROM AN INTERNET SOCIAL NETWORKING SITE
Michael Trusov
Randolph E. Bucklin
Koen Pauwels*
April 24, 2008
*
Michael Trusov (mtrusov@rhsmith.umd.edu, phone: (301) 405-5878, fax: (301) 405-0146) is Assistant Professor, Robert H.
Smith School of Business, University of Maryland, College Park, MD 20742, Randolph E. Bucklin
(rbucklin@anderson.ucla.edu) is Peter W. Mullin Professor, UCLA Anderson School, 110 Westwood Plaza, Los Angeles, CA
90095. Koen Pauwels (koen.h.pauwels@dartmouth.edu) is Associate Professor at Ozyegin University (Istanbul, Turkey) and at
the Tuck School of Business at Dartmouth (Hanover, NH). The authors thank the guest editor, three anonymous JM reviewers,
and participants of the 2006 Marketing Dynamics Conference and the 2007 DMEF Research Summit, for helpful comments. The
authors are also grateful to the anonymous collaborating firm for providing the data used in this study.
Electronic
Electronic copy available at: http://ssrn.com/abstract=1129351
EFFECTS OF WORD-OF-MOUTH VERSUS TRADITIONAL MARKETING:
FINDINGS FROM AN INTERNET SOCIAL NETWORKING SITE
ABSTRACT
The authors study the effect of word-of-mouth (WOM) marketing on member growth at an
Internet social networking site and compare it with...