BigCat Research

When do WOM and recommendation propensity become indicators of true advocacy?

WOM and recommendation bias are of limited value when it is merely a well-intentioned statement. True advocacy becomes visible when it is understood in what situation, to whom, for what reason and with what risk a person recommends the brand.

Recommendation score may be high; but this does not always mean active advocacy. A strong indicator is that the recommendation is made spontaneously, has a clear justification, is supported by experience, and is protected even in situations that pose social risks. Therefore, WOM research does not just measure the score; It also examines the environment in which the recommendation will take place, what evidence the person will use to defend the brand, and how long this support will last in the event of a negative experience.

Word of mouth is a strong asset for brands; because it is perceived as more natural and more reliable than formal communication. However, measuring recommendation propensity alone is not enough to understand advocacy. People may say they can recommend a brand in general, but in real life they may not do so at all. This is often because the proposal is socially responsible. One may be pleased with one's own experience; But if he is not confident enough to influence someone else's decision, he will not actively defend the brand.

Advocacy is strengthened as the statement approaches the behavior. A person recommends a brand not just because he is satisfied with it, but because he wants to influence someone else's decision. This suggestion is sometimes carried to the immediate environment, sometimes to the business environment, sometimes to social media commentary, and sometimes to category comparison. Each context has different weight.

Therefore, WOM analysis should not leave recommendation intention with a single score. The context, justification, goal, tone of the proposal and its relationship with past experience should be examined together. Only in this way can it be understood whether the brand produces passive satisfaction or active advocacy.

When does a recommendation statement give a weak signal?

A high recommendation intention in a study is a positive sign; but it does not always turn into behavior. The participant may give a high score because he/she is satisfied with the brand, but may abstain at the moment of a genuine recommendation. This is because they think they do not have enough evidence about the brand or they do not want to take the social responsibility of the recommendation.

A weak signal is often seen in recommendations with unclear justification. Statements such as 'not bad' or 'tryable' do not constitute advocacy. Research should therefore examine recommendation language in addition to the score. Strong advocacy includes clear rationale and ownership.

Why is the social risk of the proposal important?

Recommending a brand creates liability, especially in high-priced or experience-risky categories. If the brand a person recommends turns out to be bad, his or her own reputation may be affected. Therefore, recommendation under social risk is a stronger indicator than ordinary satisfaction.