Example Campaign: ALS Ice Bucket Challenge (2014)
Fiona’s original Digital Marketing contribution on 2.7 Word-of-mouth strategies.
Submitted
2.7 Word-of-mouth strategies
2.7 Word-of-mouth strategies
Read the following paper to gain more insight into the EWOM process, then briefly describe a marketing campaign that resulted in a lot of EWOM. Discuss why you think it caused WOM, referring to the reading where possible.
Rosario, A. B., de Valck, K. & Sotgiu, F. (2019). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 1-27.
Course task reproduced as context. The response below is Fiona’s independent academic work. KEATS source ↗ (university access required).