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 Keller, Ed 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.