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Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline: Volume, Sentiment, Sharing, and Influence Metrics Yield Scant Online–Offline WOM Correlations
The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.
By only relying on personal opinions or guesswork, not facts, you risk wasting millions of dollars, losing credibility and impact.
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