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Secrets of Social Media Revealed 50 Years Ago

First Friday Book Synopsis

Here is an excerpt from an article written by David Aaker for the Harvard Business Review blog. To read the complete article, check out the wealth of free resources, and sign up for a subscription to HBR email alerts, please click here. * * * Almost 50 years ago Ernest Dichter, the father of motivation research, [.].

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Secrets of Social Media Revealed 50 Years Ago

Harvard Business Review

Almost 50 years ago Ernest Dichter , the father of motivation research, did a large study of word of mouth persuasion that revealed secrets of how to use social media to build brands and businesses. The study was reported in a 1966 article in HBR. The first (about 33% of the cases) is because of product-involvement.

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