I told you so! Word of mouth: what is it, does it work and how can I use it?

In this entertaining talk, Associate Professor Bodo Lang from the Business School will demystify word of mouth (WOM). He will explore why we like to give and receive WOM, whether WOM has much impact, whether it can be trusted and how individuals and organisations may be able to utilise WOM. Bodo will also share current and past examples of commercial WOM campaigns and how WOM differs from related, yet different, phenomena such as online influencers and online reviews. His talk will also cover opaque WOM and why this is something we should all be concerned about.

Bio

Bodo Lang’s career is a blend of experience from both the commercial and academic sectors. His commercial career spans advertising in Germany, management consulting in New Zealand and market research in Singapore. The other half of Bodo’s career has been in academia. He is currently an Associate Professor in Marketing and Assistant Dean – External Engagement at the University of Auckland’s Business School. His published works cover topics such as marketing communication and services marketing, and often have a strong consumer focus. His second research interest focuses on using marketing for public good.

Event

8:00pm @Oakroom, 17 Drake St, Freemans Bay

Also speaking at this location at 6:30pm is Jan Eldridge