How to use influencers to drive a word-of-mouth strategy

This article offers best practice advice on engaging influencers - defined as consumers who are much more likely than the average to seek out and share information - for campaigns based around word-of-mouth strategies.

How to use influencers to drive a word-of-mouth strategy

Ed Keller and Brad Fay

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Definition

We define influencers, as everyday consumers who are substantially more...