Sunday, January 27, 2008

Journal of Advertising Research -- Special Issue on WOM

JAR, or the Journal of Advertising Research, has put out a special issue exclusively devoted to word of mouth, social media, and social networks. It's actually from the December 2007 issue so I'm still a little behind, but I hope to review some of these articles in upcoming posts, especially since not everyone may have easy access to the journal without a subscription (a benefit of having access to a university library).

People familiar with WOMMA will recognize some of the names, including Ed Keller (Keller Fay Group), Jim Nail (TNS/Cymfony), and Kate Niederhoffer (Nielsen Online).

The opening segment is written by Joseph Plummer, co-editor of the journal. He sets up the special issue by broaching whether or not WOM represents a new advertising discipline or if it's just a fad -- it may be neither -- but leaves it up for the reader to decide.

He also ends with a call for folks to consider JAR as a publication venue for the latest and greatest (and they have a history for publishing WOM-related research, including an excellent piece in 2004 titled "Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness", JAR, 44: 271-280 by John Hogan, Katherine Lemon, and Barak Libai).

Be sure to give it a look and stay tuned for more!