RT Journal Article
SR Electronic
T1 The Role of Advertising in Word of Mouth
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 154
OP 158
DO 10.2501/S0021849909090205
VO 49
IS 2
A1 Ed Keller
A1 Brad Fay
YR 2009
UL http://www.journalofadvertisingresearch.com/content/49/2/154.abstract
AB Word of mouth (WOM) is now widely believed to help drive consumer decision making. What has not been as widely discussed is the relationship between advertising and WOM. New empirical data collected by the authors over a three-year period show that 20 percent of WOM discussions refer to paid advertising in media. Further, the research finds that conversations that are “advertising influenced” in this way are significantly more likely to involve recommendations to buy or try a brand when compared with other WOM discussions about brands. These findings hold across a wide range of product categories.