TY - JOUR T1 - The Role of Advertising in Word of Mouth JF - Journal of Advertising Research JO - J Advert Res SP - 154 LP - 158 DO - 10.2501/S0021849909090205 VL - 49 IS - 2 AU - Ed Keller AU - Brad Fay Y1 - 2009/06/01 UR - http://www.journalofadvertisingresearch.com/content/49/2/154.abstract N2 - 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. ER -