Raising the Bar: Word of Mouth

In this entertaining talk, Associate Professor Bodo Lang from the Business School will demystify word of mouth (WOM). He will explore why we like to give and receive WOM, whether WOM has much impact, whether it can be trusted and how individuals and organisations may be able to utilise WOM. Bodo will also share current and past examples of commercial WOM campaigns and how WOM differs from related, yet different, phenomena such as online influencers and online reviews. His talk will also cover opaque WOM and why this is something we should all be concerned about.