Back

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?

Edward B. Keller

Author

This is a long description of some author details.

Barak Libai

Author

This is a long description of some author details.

Research Papers

Integrating word of mouth into consumer centric measurement

Catalogue: WM3 2010: Your Audience = Media Consumer + Generator

Authors: Lynne Robinson, Ed Keller

 

October 21, 2010

×

Citation

Robinson and Keller (2010a, October 21). Integrating word of mouth into consumer centric measurement. ANA - ESOMAR. Retrieved February 08, 2023, from


https://ana.esomar.org/documents/integrating-word-of-mouth-into-consumer-centric-measurement


Research Papers

Why social commerce engines will power next-gen market research

Catalogue: Congress 2012: Accelerating Excellence

Authors: R. Scott Evans, Erin Defossé

Company: Bazaarvoice

September 13, 2012

×

Citation

Evans and Defossé (2012a, September 13). Why social commerce engines will power next-gen market research. ANA - ESOMAR. Retrieved February 08, 2023, from


https://ana.esomar.org/documents/why-social-commerce-engines-will-power-next-gen-market-research


Research Papers

Making sense of conversations

Catalogue: Asia Pacific 2012: Asia Kaleidoscope

Authors: Scott Taylor, Lars Groeger

 

April 17, 2012

×

Citation

Taylor and Groeger (2012a, April 17). Making sense of conversations. ANA - ESOMAR. Retrieved February 08, 2023, from


https://ana.esomar.org/documents/making-sense-of-conversations


  • PDF
  • This could also be of interest
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
Research and decision Authors: H. S. Rich, J. S. Smith
×

Citation

Keller and Libai (2009a, May 07). A holistic approach to the measurement of WOM. ANA - ESOMAR. Retrieved February 08, 2023, from


https://ana.esomar.org/documents/making-sense-of-conversations