PT  - JOURNAL ARTICLE
AU  - Ed Keller
TI  - Unleashing the Power of Word of Mouth: Creating Brand Advocacy to Drive Growth
AID  - 10.2501/S0021849907070468
DP  - 2007 Dec 01
TA  - Journal of Advertising Research
PG  - 448--452
VI  - 47
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/47/4/448.short
4100  - http://www.journalofadvertisingresearch.com/content/47/4/448.full
SO  - J Advert Res2007 Dec 01; 47
AB  - 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.