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