A holistic approach to the measurement of WOM
Its impact on consumer's decisions

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Author(s): Edward B. Keller, Barak Libai
Collection: WM3 - Worldwide Multi Media Measurement 2009
Keywords: Word of Mouth

ESOMAR Excellence Award Winner - Best Paper 2008/2009
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An holistic approach to the measurement of WOM and its impact on consumer’s decisions.There is a growing recognition of the power of word of mouth. Join us for a stimulating session in which we’ll share results from new research that takes a unique, holistic view of WOM and answers critical questions that can drive success for your brands in today’s word of mouth era

  • How much of a force is word of mouth, really?
  • What is the relationship between offline and online WOM? Is one more effective than the other?
  • How well are marketers doing in using all the levers that can stimulate brand advocacy?
  • What is the economic impact of word of mouth – especially as it relates to profitability?



Date of publication: 07.05.09
ISBN: 92-831-0233-9
Order Code: S337
Number of pages: 15

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