Word-of-mouth is more effective than traditional advertising because: These include product reviews, recommendations by friends/colleagues, and so on. Social influences and word-of-mouth drive 20-50% of all purchasing decisions. a free, low-quality YouTube video can still go viral with no advertising. Although these factors are relevant, they don’t tell the full story, e.g. Most people believe that products and ideas become successful due to 3 factors: quality, price, and advertising. For more details, examples and tips, do get the complete text, infographic and audio summaries for this book. In this Contagious summary, we’ll give a brief overview of the 6 STEPPS. These insights are relevant for anyone who wants to build awareness, spread ideas or grow a customer base more effectively. Why do some products and ideas spread like wildfire while others fail to catch on? In this book, Wharton marketing professor Jonah Berger shares the 6 STEPPS or ingredients for creating viral content that are more likely to spread via word-of-mouth.
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