Disclosure Doesn't Hamper Viral or Word of Mouth Marketing

<?xml:namespace prefix = o ns = “urn:schemas-microsoft-com:office:office” />It seems to be a took idea to talk about it…viral marketing


In an effort to advertise, many companies have turned to “word-of-mouth” or viral marketing programs in which a network of consumers endorse brands and services to encourage sales. The question for both the Word of Mouth Association and the companies that use their services, is whether to disclose that these endorsements come from these word-of-mouth agents.


Well, the answer is yes they should disclose this information, according to a study at <?xml:namespace prefix = st1 ns = “urn:schemas-microsoft-com:office:smarttags” />Northeastern University. The study showed that people didn’t care the endorsements came from an affiliated agent and in fact the endorsement was passed along 70% more often when the relationship was disclosed. Companies that previously thought disclosure would be a negative thing, have now seen it as an effective tool in creating a buzz. Consumers figure they would be using this word-of-mouth program because there is something new or interesting about the product being promoted.