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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. A major Dichter finding, very relevant today, was the identification of four motivations for a person to communicate about brands. It is unlikely to happen when the brand represents a me-too offering in an established category or subcategory.