Finding the "Missing Link": Advertising's Impact on Word of Mouth, Web Searches and Site Visits
Jeffrey GrahamThe New York TimesWilliam HavlenaDynamic LogicINTRODUCTION
In a landmark study of voting decisions during the 1940 U.S. presidential election, Paul Lazarsfeld and his colleagues introduced the "two-step flow" theory of communication. Instead of media exposure having direct influence on voters, they showed that "ideas often flow