Influencers are essential in driving WOM and affinity with the brand

Ed Keller and Brad Fay

As demand for Word-of-Mouth (WOM) marketing has grown, so has the need for insight into how influencers stimulate demand.

Influencers are essential in driving WOM and affinity with the brand

Ed Keller and Brad Fay

Researchers have been studying influencers for decades. Whether with surveys, focus groups or one-on-one interviews, the results have informed companies' marketing strategies.

In turn, this has provided insight for the creation of advertising, public relations and political campaigns, guided media planning and contributed to new product development.

In the past five years, interest in word-of-mouth (WOM) marketing has soared, and with it has come increased demand for more and better insight into the role of influencers in stimulating WOM conversations and brand...

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