THE BIRTH, DEATH AND REBIRTH OF WOM
NETWORKS
Luke Greenacre

In any situation a consumer is faced with the
opportunity to exchange information with
another (potential) consumer. They must decide
whether, how and what to communicate right
there and then.

What’s important to remember is that once an
exchange has occurred that ‘instance’ of WOM
has now ceased.

What we need to know is what will help us give
birth to a new network.

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