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"Word of Mouth Research 2007" collaborated with Prof. Nihei of Asia University in May 2007. The surveys have been taken place since 2003 annually, and this was the 4th execution in series.
The purpose of this survey is to study the impact of word of mouth (WOM) marketing. Based on the Tsuzumi* model that the team has proposed, they had investigations over true figure of WOM such as the way WOM spreads, information carried by WOM, relation between WOM and media, and positive WOM vs. negative WOM. The feature in this edition is the elaborated study in two phases of WOM spreads.