(Source: A new way to measure word-of mouth marketing, McKinsey Quarterly, April 2010) □ 요약 - 구전효과(Word of Mouth): 모든 구매의 20~50%의 영향력을 끼침 - 특히, 처음으로 구매하거나, 비교적 비싼 제품을 구매할 때 영향력이 지대해 짐 Indeed, word of mouth1 is the primary factor behind 20 to 50 percent of all purchasing decisions. Its influence is greatest when consumers are buying a product for the first time or when products are relatively expensive, factors that tend to make people conduct more research, seek more opinions, and deliberate longer than they otherwise would........