A Study about Effectiveness of the Word of Mouth Marketing Guideline

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  • Yoshimi Kenji
    Doctorate program of Waseda University Graduate School, Global Information and Telecommunication Studies
  • Higuchi Kiyohide
    Waseda University Graduate School, Global Information and Telecommunication Studies

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Other Title
  • クチコミマーケティングガイドラインの実効性に関する研究
  • クチコミマーケティングガイドライン ノ ジッコウセイ ニ カンスル ケンキュウ

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In the present study, it paid attention to the word of mouth marketing guideline that The Word of Mouth Japan Marketing Association had announced on March 12, 2010. And, examined how this guideline had effectiveness. Firstly, the definition and the previous work about the word of mouth marketing were confirmed. After that, picked up the guideline and analyzed cases that work or not. As a result, it reached the conclusion that the effect from the viewpoint of the consumer protection is limited. Finally, it paid attention to the case of penny auction. If stealth marketing is suspected, the guideline had not functioned effectively. As the reason, the guideline has stopped at moral regulation, and it was mentioned that things, such as a punitive clause or a research function, do not exist like U.S. regulation.

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