Academics
Why are some products and ideas talked about more than others? Why do some articles make the most emailed list? Why do some YouTube videos go viral? Word-of-mouth. Whether through face-to-face conversations, emails from friends, or online product reviews, the information and opinions we get from others have a strong impact on our own behaviour. Indeed, word-of-mouth generates more than two times the sales of paid advertising and is the primary factor behind 2-5% of all purchasing decisions.It is between 8.5 and 3 times more effective than traditional media.But want to know the best thing about word-of-mouth? It's available to everyone.Whether you're a Fortune 5 company trying to increase sales, a corner restaurant trying to raise awareness, a non-profit trying to fight obesity, or a newbie politician running for city council, word-of-mouth can help you succeed. And you don't have to have millions of dollars to spend on an advertising budget. You just have to get people to talk.The challenge, though, is how to do that. This book will show you how.
Jonah Berger? is an associate professor of marketing at the Wharton School at the University of Pennsylvania.? His research has been published in top-tier academic journals, and popular accounts of his work have appeared in? The? New York Times,? The Wall Street Journal,? Science,? Harvard Business Review, and more. His research has also been featured in the? New York Times? Magazine's "Year in Ideas." Berger has been recognized with a number of awards for both scholarship and teaching. The author of? Contagious? and? Invisible Influence, he lives in Philadelphia, Pennsylvania.
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