The Process and Effects of Word-of-Mouth Communication in a Museum Setting

This paper discusses the first exploratory study that assessed word-of-mouth accuracy and influence in a museum setting and the application of this subject to the practice of public relations. The study was conducted in 1988 and 1989 at Henry Ford Museum/Greenfield Village as the basis for a public relations graduate thesis, and was intended to be a starting point for developing methodologies to make qualitative assessments of museum word-of-mouth.

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