Too much controversy harms WOMM campaigns, study says

05/31/2013 | Edmonton Journal (Alberta), The

A small amount of controversy can get people talking about a brand, but people tend to avoid discussing highly controversial topics to avoid discomfort, a study finds. The research, co-authored by word-of-mouth-marketing expert Jonah Berger, found that anonymous Internet users were more willing to discuss moderately controversial topics, while people whose identity was displayed were less likely to mention hot-button issues. As a result, marketers should tailor the amount of controversy in their campaigns based on the channel and the audience, researchers said.

View Full Article in:

Edmonton Journal (Alberta), The

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Director, Sales Training & Enablement
Pandora Media, Inc.
Oakland, CA
Senior Manager, Marketing
IAB
New York, NY
VP, Membership Sales
Mobile Marketing Association (MMA)
New York, NY