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The Role of Word of Mouth in the Diffusion of Innovation

In: Strategies and Communications for Innovations

Author

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  • Tim Mazzarol

    (The University of Western Australia
    Burgundy School of Business Group ESC Dijon)

Abstract

Innovation adoption and diffusion is primarily a social rather than an economic process. As a result the role of inter-personal communications should be a key point of focus in the process of commercialisation of an innovation. This chapter examines the theory of word of mouth and its role as a potential tool in the marketing communications arena. It draws upon research undertaken in the field of consumer behaviour to examine the process of word of mouth as a two-way communications process. It also draws on research undertaken into the management of innovation to demonstrate how inter-personal communications may influence decisions to invest in a future innovation.

Suggested Citation

  • Tim Mazzarol, 2011. "The Role of Word of Mouth in the Diffusion of Innovation," Springer Books, in: Michael Hülsmann & Nicole Pfeffermann (ed.), Strategies and Communications for Innovations, chapter 0, pages 117-131, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-17223-6_9
    DOI: 10.1007/978-3-642-17223-6_9
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    Cited by:

    1. Maduku, Daniel K. & Mpinganjira, Mercy & Rana, Nripendra P. & Thusi, Philile & Ledikwe, Aobakwe & Mkhize, Njabulo Happy-boy, 2023. "Assessing customer passion, commitment, and word-of-mouth intentions in digital assistant usage: The moderating role of technology anxiety," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).

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