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2011 | OriginalPaper | Buchkapitel

9. The Role of Word of Mouth in the Diffusion of Innovation

verfasst von : Tim Mazzarol

Erschienen in: Strategies and Communications for Innovations

Verlag: Springer Berlin Heidelberg

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Abstract

Innovation adoption and diffusion is primarily a social rather than an economic process. As a result the role of inter-personal communications should be a key point of focus in the process of commercialisation of an innovation. This chapter examines the theory of word of mouth and its role as a potential tool in the marketing communications arena. It draws upon research undertaken in the field of consumer behaviour to examine the process of word of mouth as a two-way communications process. It also draws on research undertaken into the management of innovation to demonstrate how inter-personal communications may influence decisions to invest in a future innovation.

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Vorheriges Kapitel Innovation Marketing: An Introduction

Nächstes Kapitel An Integrated Approach to Communications in the Open Innovation Process

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Titel: The Role of Word of Mouth in the Diffusion of Innovation
verfasst von: Tim Mazzarol
Verlag: Springer Berlin Heidelberg
Buch: Strategies and Communications for Innovations
Print ISBN: 978-3-642-17222-9

Electronic ISBN: 978-3-642-17223-6

Copyright-Jahr: 2011
DOI: https://doi.org/10.1007/978-3-642-17223-6_9

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