Measuring impact of Word of Mouth messages on social media.

What is it about?

Social Media are an intrinsic part of people's lives and present a powerful platform for marketers to connect with consumers or share their brand communication. In order to use word of mouth messaging on social media it is important for marketers to understand and measure the impact of these messages. This paper develops a scale which can be used by marketers to measure the effectiveness of word of mouth messages on social media in terms of expected outcomes.

Featured Image

Why is it important?

An important contribution of this paper is defining effectiveness of e -word of mouth in terms of seven outcomes of word of mouth. It also makes it easy to measure these outcomes with a multi item scale. It also links the expected outcomes to the communication messages.