Why a word of mouth (WOMMA) terminology?
The word of mouth (WOMMA) terminology has been defined for the first time since WOMMA Research Council, which submitted a document to provide a unified media service agencies and word of mouth marketing functions internal to all the firms a number of elements and texts be used to plan, buy and measure word of mouth marketing campaigns. This allows an easier understanding of the needs and activities that are carried out by word of mouth marketing agency, and facilitates its outcome measure.
Fundamental Premises
WORD OF MOUTH It is often also used by the acronym WOM. Consists in the generation of spontaneous reports for the promotion of a brand, its products, or its services.
WORD OF MOUTH MARKETING It is sometimes called by the acronym WOMM. Is the instrument at the disposal of a brand to control and influence the spread among consumers, through spontaneous communications, information relevant to the brand itself or its products. It is recognized that the technique is capable of influencing purchasing and consumption behavior.
WOM EPISODE Single case of a spontaneous positive communication.
UNIT WOM The individual unit information, relevant to the brand or its products, which is shared by a consumer in an episode of word of mouth. For example, a review of a book, or the comment that a consumer leaves on a blog or in a forum in relation to a product / service.
The parties involved
PARTICIPANTS The parties involved, with different roles in a single episode of word of mouth.
CREATOR The person who creates a single episode of word of mouth.
SENDER who shares with other consumers, the single episode of word of mouth.
RECEIVER The person who receives the word of mouth.
POPULATION The set of consumers likely to be reached from a word of mouth in a physical location or through a certain means of communication.
AUDIENCE Designates the number of recipients who actually receive a unit of word of mouth.
SOURCE DIVERSITY indicates the number of senders who have submitted or forwarded to a given consumer a certain unity of word of mouth.
Types of involvement
ACTION Designates the active involvement of a person in an episode of word of mouth. For example, the act of writing and to publish an online review for a new restaurant, a book, etc..
CONSUMPTION Indicates if the receiver unit receives word of mouth simply and it is taken, but not to take any further initiative.
CONVERSION takes place when the recipient of mouth carries a desired action as a result of use of the WOM.
INQUIRY Indicates a request for information by the recipient of the mouth after use.
RELAY Literally, “relay” means “giving the round”: The term, in fact, indicates the case where the recipient of the unity of the WOM communication or forwards back to other consumers.
Word of mouth features
CLARITY Comprehensibility unit of word of mouth from consumers.
DEPTH Indicates the qualitative aspects of a unit of word of mouth that make it particularly suitable to persuade consumers.
TOPICALITY Represents the extent to which the topic relevant to the marketing of a brand is contained in a unit of word of mouth.
VELOCITY Speed with which a unit of word of mouth spreads among consumers.
VENUE Comparable to the concept of channel, is the means of communication or the physical place where the communication takes place on an episode of word of mouth.
Characteristics of the parties involved
CREDIBILITY Designates the credibility of the consumer involved in an episode of word of mouth, is directly proportional to its ability to influence the opinions and behavior of other consumers.
PROPENSITY Indicates the degree of willingness of a consumer to be actively involved in an episode of word of mouth.
REACH Indicates the size of the audience of potential recipients that a consumer can get involved by word of mouth.
In depth analysis:
