What Drives Word of Mouth?
Why do some products and ideas catch on while others fail? What drives word of mouth? How does the audience people communicate with (e.g., small versus large), and the channel they communicate through (e.g. online versus offline), affect what gets shared? And when and why does word-of-mouth have a stronger impact on behavior? This talk will cover recent research on what drives word of mouth and why online content goes viral.