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A holistic approach to the measurement of WOM

Date of publication: May 7, 2009

Catalogue: WM3 2009: Change Is In The Air...

Company: Engagement Labs

Authors: Edward B. Keller, Barak Libai

Abstract:

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?

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