WORD OF MOUTH by Clara Shih

“The risk in empowering users to define and spread brand messages is that these messages might not always be positive, and brands might have very little control over the aftermath. Many believe the 2005 movie King Kong failed to meet expectations at the box office because negative word-of-mouth that it was “too long, too loud, and overdone” caused many people to not even give it a chance. The Segway scooter is another example of a product that generated a lot of buzz from word-of-mouth, but it was mostly negative. A reputation of being “funny looking” and “dangerous on sidewalks” did not help sales.”

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WORD OF MOUTH by Clara Shih

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