RT Journal Article
SR Electronic
T1 Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 132
OP 143
DO 10.2501/JAR-2017-021
VO 57
IS 2
A1 Brad Fay
A1 Rick Larkin
YR 2017
UL http://www.journalofadvertisingresearch.com/content/57/2/132.abstract
AB The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance. The current authors sought to fill the gap of knowledge on the relationship between social media and real-world conversations and outcomes for brands. Building on a decade's worth of research, they used four key metrics—volume, sentiment, sharing, and influence—to study the potential for correlations between online and offline conversations about brands. There were, in fact, almost no correlations, which suggests the need for marketers to develop separate digital and offline social influence strategies.