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BSI Quantifying WOM Diffusion – Who gains, Who loses, fromViral-Videos Hamburg, July 2006
BSI Brand knowledgeworksas a keyfacilitatorfor positive spill-overeffectsofparticipatingbrands – weakbrandassociationsarouse negative spill-overs Recently First 5 days15. Mio. hits	Total WOM: 	450 Mio. Averagespending time:	5min. 44sec.	Budget:	$ 25.000,- Media:		7 Mio. Broadcasts Source: CPB
BSI SituationalInvolvementreducedtheoverallbrandingeffectfor Burger King – McDonalds gained additional attention due toconsumersmisperception Recently 34% 57% Source: Brand Science Institute Quantifying WOM Diffusion – Who gains, Who loses, from Viral-Videos Growing Presence? N=11.922

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Quantifying WOM Diffusion – Who gains, Who loses, from Viral-Videos

  • 1. BSI Quantifying WOM Diffusion – Who gains, Who loses, fromViral-Videos Hamburg, July 2006
  • 2. BSI Brand knowledgeworksas a keyfacilitatorfor positive spill-overeffectsofparticipatingbrands – weakbrandassociationsarouse negative spill-overs Recently First 5 days15. Mio. hits Total WOM: 450 Mio. Averagespending time: 5min. 44sec. Budget: $ 25.000,- Media: 7 Mio. Broadcasts Source: CPB
  • 3. BSI SituationalInvolvementreducedtheoverallbrandingeffectfor Burger King – McDonalds gained additional attention due toconsumersmisperception Recently 34% 57% Source: Brand Science Institute Quantifying WOM Diffusion – Who gains, Who loses, from Viral-Videos Growing Presence? N=11.922