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Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline

Volume, Sentiment, Sharing, and Influence Metrics Yield Scant Online–Offline WOM Correlations

Brad Fay, Rick Larkin
DOI: 10.2501/JAR-2017-021 Published 1 June 2017
Brad Fay
Engagement Labs,
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  • For correspondence: brad.fay@engagementlabs.com
Rick Larkin
Engagement Labs,
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  • For correspondence: rick.larkin@engagementlabs.com
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Article Information

vol. 57 no. 2 132-143
DOI 
https://doi.org/10.2501/JAR-2017-021

Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Published online June 6, 2017.

Copyright & Usage 
© Copyright 2017 The ARF. All rights reserved.

Author Information

  1. Brad Fay
  1. Engagement Labs, brad.fay{at}engagementlabs.com
  1. Rick Larkin
  1. Engagement Labs, rick.larkin{at}engagementlabs.com
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Vol 57 Issue 2

Journal of Advertising Research: 57 (2)
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Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline
Brad Fay, Rick Larkin
Journal of Advertising Research Jun 2017, 57 (2) 132-143; DOI: 10.2501/JAR-2017-021

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Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline
Brad Fay, Rick Larkin
Journal of Advertising Research Jun 2017, 57 (2) 132-143; DOI: 10.2501/JAR-2017-021
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  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT
    • METHODOlOGY
    • RESULTS
    • DISCUSSION
    • ABOUT THE AUTHORS
    • APPENDIX Product Categories and Examples of Brands Tested
    • Footnotes
    • REFERENCES
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Topics

  • Social media and influencers
  • Tweet Widget
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More in this TOC Section

  • Conditions in Prerelease Movie Trailers For Stimulating Positive Word of Mouth
  • The Impact of Word of Mouth via Twitter On Moviegoers' Decisions and Film Revenues
Show more What We Know About Word Of Mouth

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