The Role of Word of Mouth in the Diffusion of Innovation

Tim Mazzarol ()
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Tim Mazzarol: The University of Western Australia

Chapter Chapter 9 in Strategies and Communications for Innovations, 2011, pp 117-131 from Springer

Abstract: 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.

Keywords: Opinion Leader; Brand Equity; Interpersonal Communication; Innovation Diffusion; Marketing Communication (search for similar items in EconPapers)
Date: 2011
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DOI: 10.1007/978-3-642-17223-6_9

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