Welcome!

Mobile IoT Authors: Elizabeth White, Yeshim Deniz, Zakia Bouachraoui, Pat Romanski, Liz McMillan

Blog Feed Post

Busting the Myth that Negative WOM is More Powerful than Positive Talk

Word of Mouth

Everyone, it seems, has heard that people are far more likely to share their bad brand experiences than positive ones. Probe further about whether they have actually seen evidence of that, and the answer is generally, “no, but I’ve heard it’s true.”

Well, the fact is, it’s not true. Positive WOM is far more prevalent than negative WOM, and has a greater impact. For brands, there is far more to be gained than feared by being part of organic consumer conversation.

To start, more than two-thirds of all brand-related WOM is generally positive in nature, while less than 10% is generally negative. That’s over eight times more positive than negative WOM. And what’s more, positive WOM is even more prevalent in key product categories, topping out at nearly 75% for personal care & beauty. Even a more polarizing category, like telecom, earns over 50% positive WOM, versus 14% negative.

WOM Sentiment by Category

Positive WOM: More Credible and More Viral

Having established that the majority of WOM is far more positive than negative, the question is then: which has more impact?

The short answer is that positive WOM is usually more powerful than negative WOM – and by a wide margin. Two-thirds of people exposed to positive WOM describe it as “highly credible,” while less than half of negative WOM is seen in the same light.

We also find that word of mouth recipients are more likely to indicate they will tell other people what they have heard when word of mouth is positive (53%) versus negative (37%).

Of course there can be exceptions to this rule, as some dramatic case studies have shown. Blog posts like “Dell Hell” and viral videos like “United Breaks Guitars” have won huge audiences. But the data shows these are exceptions rather than common occurrences.

Positive WOM Rated Highly Credible

Effect of Positive WOM in Key Categories

There are, of course, differences by product category when it comes to positive and negative WOM.  The chart shows the Top 5 categories where positive WOM is rated even more credible and likely to be passed along. Leading the list in both cases is travel: Nearly 70% of positive travel-related WOM is deemed credible, while over 60% is likely to lead to the information being passed along to others.

Credibility / Believability of WOM

The reason people engage in WOM is to make the best decisions about what products or services to buy. They seek out and act on the advice they get; that overwhelmingly leads to positive WOM, which in turn is what people share with others.

(This content was originally posted at KellerFay. For more info, check out this related SlideShare Presentation: “The Power of Positive WOM.)

Read the original blog entry...

More Stories By Shelly Palmer

Shelly Palmer is the host of Fox Television’s "Shelly Palmer Digital Living" television show about living and working in a digital world. He is Fox 5′s (WNYW-TV New York) Tech Expert and the host of United Stations Radio Network’s, MediaBytes, a daily syndicated radio report that features insightful commentary and a unique insiders take on the biggest stories in technology, media, and entertainment.

IoT & Smart Cities Stories
Cloud-enabled transformation has evolved from cost saving measure to business innovation strategy -- one that combines the cloud with cognitive capabilities to drive market disruption. Learn how you can achieve the insight and agility you need to gain a competitive advantage. Industry-acclaimed CTO and cloud expert, Shankar Kalyana presents. Only the most exceptional IBMers are appointed with the rare distinction of IBM Fellow, the highest technical honor in the company. Shankar has also receive...
DXWorldEXPO LLC announced today that ICOHOLDER named "Media Sponsor" of Miami Blockchain Event by FinTechEXPO. ICOHOLDER gives detailed information and help the community to invest in the trusty projects. Miami Blockchain Event by FinTechEXPO has opened its Call for Papers. The two-day event will present 20 top Blockchain experts. All speaking inquiries which covers the following information can be submitted by email to [email protected] Miami Blockchain Event by FinTechEXPOalso offers sp...
Headquartered in Plainsboro, NJ, Synametrics Technologies has provided IT professionals and computer systems developers since 1997. Based on the success of their initial product offerings (WinSQL and DeltaCopy), the company continues to create and hone innovative products that help its customers get more from their computer applications, databases and infrastructure. To date, over one million users around the world have chosen Synametrics solutions to help power their accelerated business or per...
DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
@DevOpsSummit at Cloud Expo, taking place November 12-13 in New York City, NY, is co-located with 22nd international CloudEXPO | first international DXWorldEXPO and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time t...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things'). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing. IoT is not about the devices, its about the data consumed and generated. The devices are tools, mechanisms, conduits. This paper discusses the considerations when dealing with the...
Charles Araujo is an industry analyst, internationally recognized authority on the Digital Enterprise and author of The Quantum Age of IT: Why Everything You Know About IT is About to Change. As Principal Analyst with Intellyx, he writes, speaks and advises organizations on how to navigate through this time of disruption. He is also the founder of The Institute for Digital Transformation and a sought after keynote speaker. He has been a regular contributor to both InformationWeek and CIO Insight...
Digital Transformation is much more than a buzzword. The radical shift to digital mechanisms for almost every process is evident across all industries and verticals. This is often especially true in financial services, where the legacy environment is many times unable to keep up with the rapidly shifting demands of the consumer. The constant pressure to provide complete, omnichannel delivery of customer-facing solutions to meet both regulatory and customer demands is putting enormous pressure on...
Machine learning has taken residence at our cities' cores and now we can finally have "smart cities." Cities are a collection of buildings made to provide the structure and safety necessary for people to function, create and survive. Buildings are a pool of ever-changing performance data from large automated systems such as heating and cooling to the people that live and work within them. Through machine learning, buildings can optimize performance, reduce costs, and improve occupant comfort by ...
SYS-CON Events announced today that IoT Global Network has been named “Media Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. The IoT Global Network is a platform where you can connect with industry experts and network across the IoT community to build the successful IoT business of the future.