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Quantifying WOM Diffusion – Who gains, Who loses, from Viral-Videos

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Quantifying WOM Diffusion – Who gains, Who loses, from Viral-Videos

  1. 1. BSI<br />Quantifying WOM Diffusion – Who gains, Who loses, fromViral-Videos<br />Hamburg, July 2006<br />
  2. 2. BSI<br />Brand knowledgeworksas a keyfacilitatorfor positive spill-overeffectsofparticipatingbrands – weakbrandassociationsarouse negative spill-overs<br />Recently<br />First 5 days15. Mio. hits Total WOM: 450 Mio.<br />Averagespending time: 5min. 44sec. Budget: $ 25.000,-<br />Media: 7 Mio. Broadcasts<br />Source: CPB<br />
  3. 3. BSI<br />SituationalInvolvementreducedtheoverallbrandingeffectfor Burger King – McDonalds gained additional attention due toconsumersmisperception<br />Recently<br />34%<br />57%<br />Source: Brand Science Institute Quantifying WOM Diffusion – Who gains, Who loses, from Viral-Videos Growing Presence? N=11.922<br />

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