MLM Needs More Word of Mouth

The Jewish Exponent:

Dr. Walter Carl, a Northeastern University professor and a leading scholar in word-of-mouth communication and “buzz” marketing practices, has released a new research report, “To Tell or Not to Tell?,” a first-of-its-kind examination of the practical effects of disclosure for word-of-mouth marketing agents and their conversational partners.

As companies have increasingly sought to harness the power of word-of-mouth communication by enlisting consumers to talk about brands, products and services, ethical concerns have arisen, particularly in terms of whether or not the consumers should disclose their participation in the organized program/ campaign.