Secrets of Social Media Revealed 50 Years Ago
Harvard Business Review
JUNE 17, 2011
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. So it comes back to creating and leveraging innovation and differentiation.