Bringing marketing communications back to its roots – innovation through word of mouth

The expansive, rapid changes driven by digital technologies and consumer resistance to advertising result in the implementation of new strategies in marketing communications. Brand ambassador programs represent an important emerging trend in marketing practice, yet they remain underexplored in academic research. This study clarifies the differences between different WOM marketing practices and illustrates three case studies of brand ambassador programs in which ordinary individuals are encouraged to spread positive eWOM as examples of recombinant innovations. By showing their structure and effects, this research provides marketers with concrete guidelines on how to incorporate brand ambassador programs in innovative marketing communications.

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