TY - JOUR T1 - Unleashing the Power of Word of Mouth: Creating Brand Advocacy to Drive Growth JF - Journal of Advertising Research JO - J Advert Res SP - 448 LP - 452 DO - 10.2501/S0021849907070468 VL - 47 IS - 4 AU - Ed Keller Y1 - 2007/12/01 UR - http://www.journalofadvertisingresearch.com/content/47/4/448.abstract N2 - The evidence is abundantly clear: word of mouth (WOM) is the most important and effective communications channel. Now, the search is on for strong, quantifiable research to help marketers navigate this new terrain, where control rests with the consumer and not the marketer. This article lays out important insights drawn from Keller Fay's continuous monitoring of America's offline and online WOM conversations. ER -