Digital Word of Mouth And Its Offline Amplification: A Holistic Approach to Leveraging And Amplifying All Forms of WOM
Gian M. Fulgoni and Andrew Lipsman
comScore, Inc.
INTRODUCTION
Word of mouth (WOM) long has been recognized as a powerful driver of consumer behavior. Not until digital social networks such as Facebook and Twitter emerged, however, did marketing researchers have a simple, electronic way of keeping count and measuring its impact. With digital media, it was possible to see what people were saying and to trace that conversation all the way to a final purchase.
Despite the popularity of...