[Air-L] Buzz/word-of-mouth measurement

[Hadas Eyal]

Hello everyone,

A search of the databases I have access to resulted in just a handful of
journal articles that offer ways to measure buzz/word-of-mouth on social
media such as blogs and Facebook as well as on websites that are not
predetermined (meaning the internet at large).

An article in Adweek from October 2005 said the code to doing this has not
yet been cracked. Has anything changed since then?

Can anyone suggest articles and/or books and/or ways to operationalize and
measure buzz/word-of-mouth? A commercial tool maybe?

Please respond to hadas.eyal at mail.huji.ac.il and I will compile responses
(I'm an optimist!) and post it for everyone.

Thanks!
Hadas

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Hadas Eyal
PhD Candidate, Department of Communication and Journalism
Hebrew University, Jerusalem, Israel
hadas.eyal at mail.huji.ac.il