A holistic approach to the measurement of WOM - Its impact on consumers' decisions

Edward B. Keller and Barak Libai

This paper reports on the findings of the "talktrack" word of mouth measurement methodology, which seeks to quantify the impact of word of mouth on a firm’s profitability.

A holistic approach to the measurement of WOM – Its impact on consumers' decisions

Ed KellerKeller Fay Group, United States

Barak LibaiTel Aviv University, Israel

INTRODUCTION

Numerous research studies conducted over the past few years show that word...

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