Beyond Traditional Word of Mouth: An Expanded Model of Customer Driven Influence (Finding The Digital Distribution Sweet Spot Book 5)

Blazevic (2013) article beyond traditional word-of-mouth takes a looks at customer-to-customer (C2C) interactions that influences consumer behaviour. The article conceptualizes the customer-driven influence (CDI) model, the CDI model looks at the C2C communication from the sender and receiver's perspective based on goal driven behaviour. The CDI looks at the causes and effects of both the sender and receiver through what seems to be a communication feedback loop model. The Customer Driven Influence model is a similar academic tool as Kietzmann’s honeycomb model of the building blocks of Social Media but for customer-to-customer influence on purchasing.