In this podcast, I present an academic paper that I have co-authored with three Canadian colleagues about word of mouth marketing in online communities. The paper presents a qualitative study of a product seeding campaign among bloggers. We show how bloggers adapt the word of mouth expression to...

In this fifth part about word of mouth marketing, we discuss what marketers can do in case of negative buzz. The lecture is illustrated with a lot of marketplace examples. Finally, I turn attention to the importance of matching your marketing message with the venue in which it appears. We end the...

Continuing with the lecture about the stickiness factor of messages, I show several videos with viral marketing best practices. Then, a student team presentation about Sony PSP offers an alternative scenario in which a marketing communications campaign resulted in negative buzz.