WOM is more offline than online
Brad Fay and Steve ThomsonKeller Fay Group
The visibility of brand buzz in social media has caused too much attention to be paid to online word-of-mouth when real-life chatter accounts for 90% of all conversations around brands.
Word-of-mouth (WOM) about brands is as old as branding itself. We are social animals, hard-wired to share information about the things we like and that can make our lives better. Throughout the last century, in almost all parts of the world, the steady growth of the consumer society has fuelled the increasing presence of brand names...