RT Journal Article
SR Electronic
T1 Unleashing the Power of Word of Mouth: Creating Brand Advocacy to Drive Growth
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 448
OP 452
DO 10.2501/S0021849907070468
VO 47
IS 4
A1 Ed Keller
YR 2007
UL http://www.journalofadvertisingresearch.com/content/47/4/448.abstract
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.