What's all the buzz about?: Everyday Communication and the Relational Basis of Word-of-Mouth and Buzz Marketing Practices

Management Communication Quarterly

Volumn 19, Issue 4, 2006, Pages 601-634

  Carl, Walter J ^a  

^a NORTHEASTERN UNIVERSITY   (United States)

Author keywords

buzz marketing; ethics; everyday talk institutional interaction; social consequences of interpersonal influence model; word of mouth communication

Indexed keywords

EID: 84990393889     PISSN: 08933189     EISSN: None     Source Type: Journal    
DOI: 10.1177/0893318905284763     Document Type: Article

References (62)

1. Arliss, L. (1989-1990). An integration of accounts and interaction analyses of communication in long-standing relationships. Research on Language and Social Interaction, 23, 41-64.
2. Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4, 291-295.
3. Bailey, A. A. (2004). Thiscompanysucks.com: The use of the Internet in negative consumer-to-consumer articulations. Journal of Marketing Communications, 10(3), 169-182.
4. Balter, D., & Butman, J. (2005). Grapevine: The new art of word-of-mouth marketing. New York: Penguin.
5. Biggart, N. W. (1989). Charismatic capitalism: Direct selling organizations in America. Chicago: University of Chicago Press.
6. Bone, P. F. (1992). Determinants of word-of-mouth communications during product consumption. Advances in Consumer Research, 19, 579-583.
7. Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14, 350-362.
8. Buttle, F. A. (1998). Word of mouth: Understanding and managing referral marketing. Journal of Strategic Marketing, 6, 241-254.
9. Carl, W. J. (2004). The interactional business of doing business: Managing legitimacy and co-constructing entrepreneurial identities in e-commerce multilevel marketing discourse. Western Journal of Communication, 68(1), 92-119.
10. Carl, W. J.,& Duck, S. W. (2004). Howto do things with relationships… and how relationships do things with us. In P. Kalbfleisch (Ed.), Communication yearbook 28(pp. 1-35). New Brunswick, NJ: International Communication Association.
11. Cross, R.,& Parker, A. (2004). The hidden power of social networks: Understanding how work really gets done in organizations. Boston: Harvard Business School Press.
12. Dainton, M. (2000). Maintenance behaviors, expectations for maintenance, and satisfaction: Linking comparison levels to relational maintenance strategies. Journal of Social and Personal Relationships, 17(6), 827-842.
13. Deetz, S. (1992). Democracy in an age of corporate colonization: Developments in communication and the politics of everyday life. Albany: State University of New York Press.
14. Derbaix, C., & Vanhamme, J. (2003). Inducing word-of-mouth by eliciting surprise: A pilot investigation. Journal of Economic Psychology, 24, 99-116.
15. Dichter, E. (1966). How word-of-mouth advertising works. Harvard Business Review, 44(6), 147-166.
16. Dillard, J., & Fitzpatrick, M. A. (1985). Compliance-gaining behavior in marital interaction. Personality and Social Psychology Bulletin, 11, 419-434.
17. Dindia, K. (2000). Self-disclosure, identity, and relationship development: A dialectical perspective. In K. Dindia & S. W. Duck (Eds.), Communication and personal relationships(pp. 147-162). Chichester, UK: Wiley.
18. Drew, P., & Heritage, J. (1992). Analyzing talk at work: An introduction. In P. Drew & J. Heritage (Eds.), Talk at work: Interaction in institutional settings(pp. 3-65). Cambridge, UK: Cambridge University Press.
19. Duck, S. (1990). Relationships as unfinished business: Out of the frying pan and into the 1990s. Journal of Social and Personal Relationships, 7, 5-28.
20. Duck, S. (1991). Diaries and logs. In B. M. Montgomery & S. Duck (Eds.), Studying interpersonal interaction(pp. 141-161). New York: Guilford.
21. Duck, S., & Pond, K. (1989). Friends, Romans, countrymen, lend me your retrospections: Rhetoric and reality in personal relationships. In C. Hendrick (Ed.), Review of personality and social psychology(Vol. 10, pp. 17-38). Newbury Park, CA: Sage.
22. Duck, S., Rutt, D. J., Hurst, M. H.,& Strejc, H. (1991). Some evident truths about conversations in everyday relationships: All communications are not created equal. Human Communication Research, 18(2), 228-267.
23. Dye, R. (2000, December). The buzz on buzz. Harvard Business Review, 88, 139-146.
24. Fitzpatrick, R. L., & Reynolds, J. K. (1997). False profits: Seeking financial and spiritual deliverance in multi-level marketing and pyramid schemes. Charlotte, NC: Herald Press.
25. Frenzen, J. R.,& Davis, H. L. (1990). Purchasing behavior in embedded markets. Journal of Consumer Research, 17, 1-12.
26. Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A dyadic study of interpersonal information search. Journal of the Academy of Marketing Science, 26(2), 83-100.
27. Gladwell, M. (2000). The tipping point: How little things can make a big difference. Boston: Little, Brown.
28. Glaser, B., & Strauss, A. (1967). The discovery of grounded theory. Chicago: Aldine.
29. Godes, D. B., & Mayzlin, D. (2004). Firm-created word-of-mouth communication: A field-based quasi-experiment(Harvard Business School Marketing Research Paper No. 04-03). Retrieved April 16, 2005 from http://ssrn.com/ abstract=569361.
30. Godes, D. B.,& Mayzlin, D. (in press). Using on line conversation to studyword of mouth communication. Marketing Science.
31. Godin, S. (2001). Unleashing the idea virus: Stop marketing at people! Turn your ideas into epidemics by helping your customers do the marketing for you. New York: Hyperion.
32. Granovetter, M. (1973). The strength of weak ties. American Journal of Sociology, 78(6), 1360-1380.
33. Higie, R. A., Feick, L. F., & Price, L. L. (1987). Types and amount of word-ofmouth communications about retailers. Journal of Retailing, 63(3), 260-278.
34. Katz, E.,& Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communication. Glencoe, IL: Free Press.
35. Keller, E., & Berry, J. (2003). The influentials. New York: Free Press.
36. Keller, E.,& Berry, J. (2005, March). The state of WOM, 2005: The consumer perspective. Presented at the Word of Mouth Marketing Association Summit, Chicago. Retrieved April 19, 2005, from www.womma.org/summit/pres/womma_summit_keller.pdf
37. Kiecker, P., & Cowles, D. (2001). Interpersonal communication and personal influence on the Internet: A framework for examining on line word-of-mouth. Journal of Euromarketing, 11(2), 71-88.
38. Leatham, G. B.,& Duck, S. W. (1990). Conversations with friends and the dynamics of social support. In S. W. Duck & W. R. C. Silver (Eds.), Personal relationships and social support(pp. 1-29). London: Sage.
39. Mangold, W. G., Miller, F.,& Brockway, G. R. (1999). Word-of-mouth communication in the service marketplace. Journal of Services Marketing, 13(1), 73-89.
40. May, S. K., & Zorn, T. E. (2002). Forum introduction: Knowledge management and/as organizational communication. Management Communication Quarterly, 16(2), 237-241.
41. Mayzlin, D. (2001). Promotional chat on the Internet. Unpublished doctoral dissertation, Massachusetts Institute of Technology, Cambridge, MA.
42. Murray, K. B. (1991, January). A test of services marketing theory: Consumer information acquisition activities. Journal of Marketing, 55, 10-25.
43. Oriña, M. M., Wood, W.,& Simpson, J. A. (2002). Strategies of influence in close relationships. Journal of Experimental Social Psychology, 38, 459-472.
44. Ozcan, K. (2004). Consumer-to-consumer interactions in a networked society: Word-of-mouth theory, consumer experiences, and network dynamics. Unpublished doctoral dissertation, University of Michigan, Ann Arbor.
45. Richins, M. L. (1983). Negativeword-of-mouth by dissatisfied consumers: Apilot study. Journal of Marketing, 47, 68-78.
46. Rogers, E. M. (2003). Diffusion of innovations(5th ed.). New York: Free Press. (Original work published 1962)
47. Rosen, E. (2000). The anatomy of buzz: How to create word-of-mouth marketing. New York: Doubleday/Currency.
48. Silverman, G. (2001). The secrets of word-of-mouth marketing: How to trigger exponential sales through runaway word of mouth. New York: AMACOM.
49. Spangenberg, E. R.,& Giese, J. L. (1997). An exploratory study ofword-of-mouth communication in a hierarchy of effects context. Communication Research Reports, 14(1), 88-96.
50. Stern, B. (1994). A revised model for advertising: Multiple dimensions of the source, the message, and the recipient. Journal of Advertising, 23(2), 5-16.
51. Swan, J. E.,& Oliver, R. L. (1989). Postpurchase communications by consumers. Journal of Retailing, 65(4), 516-533.
52. Tax, S. S., Murali, C., & Christiansen, T. (1993). Word-of-mouth in consumer decision making: An agenda for research. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 6, 74-80.
53. Taylor, R. (1978). Marilyn's friends and Rita's customers: Astudy of party selling as play and as work. Sociological Review, 26, 573-611.
54. Thomas, G. M., Jr. (2004). Building the buzz in the hive mind. Journal of Consumer Behaviour, 4(1), 64-72.
55. Verlegh, P. W. J., Verkerk, C., Tuk, M. A.,& Smidts, A. (2004). Customers or sellers? The role of persuasion knowledge in customer referral. Advances in Consumer Research, 31, 304-305.
56. Vranica, S. (2005, February 9). Getting buzz marketers to fess up. The Wall Street Journal on line. Retrieved February 24, 2005, from http://online.wsj.com/article/0,, SB110790837180449447,00.html.
57. Walker, R. (2004, December 5). The hidden (in plain sight) persuaders. The New York Times Magazine, 69.
58. Weimann, G. (1994). The influentials: People who influence people. Albany: State University of New York Press.
59. Wells, M. (2004, February 2). Kid nabbing. Forbes.com. Retrieved December 20, 2004, from www.forbes.com/forbes/2004/0202/084_print.html
60. Whyte, W. H., Jr. (1954, November). The web ofword of mouth. Fortune, 50, 140–143, 204–212.
61. Wilson, S. R. (2002). Seeking and resisting compliance: Why people say what they do when trying to influence others. Thousand Oaks, CA: Sage.
62. Wood, J. T.,& Duck, S. (Eds.). (2006). Composing relationships: Communication in everyday life. Belmont, CA: Thomson Wadsworth.