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Research papers

Integrating word of mouth into consumer centric measurement

This paper addresses the incorporation of Word of Mouth (WOM) measurement into the TouchPoints multi-media database. It allows investigation of the most effective means of reaching groups to effectively schedule paid and owned media to drive earned...

Catalogue: WM3 2010: Your Audience = Media Consumer + Generator
Authors: Lynne Robinson, Ed Keller
October 21, 2010
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Citation

Robinson and Keller (2010a, October 21). Integrating word of mouth into consumer centric measurement. ANA - ESOMAR. Retrieved April 27, 2024, from


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