Word-of-mouth (WOM) sharing has always piqued the curiosity of marketers worldwide. The motivations behind why people share and what they choose to share have been elusive but intriguing questions. This article delves into the findings from Jonah Berger’s research published in the Journal of Consumer Psychology, as well as the infographic created by ReferralCandy, to shed light on the complex layers of WOM sharing.
The Power of Word-of-Mouth
WOM is considered the most credible and trusted form of marketing by consumers. It has a tremendous impact on brand awareness, customer acquisition, and overall sales. Statistics show that 92% of consumers trust recommendations from friends and family more than any other type of advertising. With such a significant influence on purchasing decisions, understanding the driving factors behind WOM sharing becomes essential for marketers.
Jonah Berger’s Research on WOM Sharing
Jonah Berger, a renowned professor at the Wharton School of the University of Pennsylvania, has dedicated a significant portion of his career to studying the science behind WOM sharing. His research has provided valuable insights into the psychology of sharing and identified key factors that trigger individuals to share information with others.
One of the most critical aspects of WOM sharing is the emotional response generated by the information being shared. Content that evokes strong emotions, such as awe, excitement, amusement, anger, or anxiety, is more likely to be shared. This is because emotionally charged content is often thought-provoking, engaging, and memorable.
Another crucial aspect that influences WOM sharing is the concept of social currency. People tend to share information that makes them look good in the eyes of others. By sharing content that is new, exclusive, or valuable, individuals can come across as knowledgeable, well-informed, and reliable sources of information.
The practical value of the information also plays a significant role in WOM sharing. Content that offers helpful tips, solutions to problems, or simplifies complex concepts is more likely to be shared. People appreciate information that can be quickly applied to their daily lives or help others in their social circles.
Stories and Narratives
People are naturally drawn to stories and narratives that are engaging, easy to comprehend, and entertaining. Content that is presented as a story tends to be more relatable and memorable, thus increasing the likelihood of sharing. A well-told story can serve as a powerful vehicle to deliver a message or convey information.
The Role of Triggers
Triggers are external factors or cues that remind people of certain information or experiences. These triggers can be as simple as a term, a logo, or a jingle. When content is associated with common triggers that people encounter frequently, it is more likely to be shared or remembered.
ReferralCandy’s Infographic on WOM Sharing
ReferralCandy, a customer referral software company, created an infographic based on Jonah Berger’s research to help marketers understand the intricacies of WOM sharing. The infographic provides a visual representation of the key factors discussed above and offers practical tips on how to leverage these insights for successful marketing campaigns.
By incorporating these findings into their strategies, marketers can craft content that is more likely to be shared, amplifying the power of WOM marketing and ultimately driving better results for their brands.