The power of Word-of-mouth: How much can a "good reputation" cost?

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Lead: A high praise will let users willingly for the brand to pay how much money? The survey showed that if positive comments were made, people would be more willing to pay 10% more, whereas they would pay 11% less.

In this era, we believe in people more than brands and institutions. That's why the "personal brand" is a good mix of media, and that's why we'll take a closer look at other evaluations before spending, whether it's from a close friend's family or a complete stranger on the Internet.

Now, the brand and user interaction in the open environment, so almost any size brand will be affected by this, big to Dubai which hotel landscape is the best, small to roadside which pancake fruit best to eat, even which park dog excrement most ... And these comments affect more people who are strangers to judgment. But what is the impact of these words with a personal perspective on the brand?

Today we see a joint survey by Paley Center for Media and social analytics services Sharethis, which is to quantify the effect of word-of-mouth dissemination, which is very interesting. In the end, a high praise will make users willing to pay for the brand more how much money?

The way to do this is to look at different product-line feedback from friends, family, or online users, and then ask the respondents what they want to buy, and see how much they would like to pay or pay less for the product.

They came to the conclusion that people would be more willing to pay 10% more if they saw positive comments, whereas they would pay 11% less.

Take the IPad, for example, if you see more positive comments on the Internet (from social media, such as Twitter or Facebook), users will be willing to pay 22.26 dollars more to buy, and if the comments come from friends or family members, they will be more willing to pay 27.42 dollars more. The following are some of the more branded devices Sharethis investigated:

What's even more interesting is that negative product evaluations from friends and family have less impact on people. Conversely, if a negative evaluation of a product comes from a strange netizen, people are more likely to believe the evaluation.

In other words, positive evaluations from acquaintances, and negative reviews from strangers, have a greater impact on consumer judgments.

"The effect of individual evaluation and recommendation of a product is already greater than the brand itself." ”