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.

Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline: Volume, Sentiment, Sharing, and Influence Metrics Yield Scant Online–Offline WOM Correlations

Brad Fay and Rick Larkin

Engagement Labs

MANAGEMENT SLANT

  • Social media do not...
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