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  1. 1. Effects of Word-of-Mouth versus traditional marketing: findings from an Internet social networking siteMichael Trusov, Randolph E. Bucklin, & KoenPauwels, Journal of Marketing, Vol 73, p90-102 <br />Cécilia Frandjian<br />Julien Smadja<br />
  2. 2. IntroductionLe boom du bouche-à-oreille<br />Total des dépenses marketing pour favoriser le bouche-à-oreille<br />$1,54Mds<br />dépensés sur les médias sociaux pour développer le bouche à oreille en 2008<br />$3Mds<br />$1,54Mds<br />x 2<br />2<br />Source : PQ Média 2010<br />
  3. 3. Problématique<br />3<br />Comment mesurerles effets du bouche-à-oreilleet comment les comparer aux autres formes de communications traditionnelles?<br />

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