How can we tell if word-of-mouth is working?

Although not new, Word of Mouth (WOM) has been boosted to a new level by the internet, and the countless websites that enable people to read, discuss and contribute product reviews.

How can we tell if word-of-mouth is working?

Andrew GreenZenithOptimedia

BACKGROUND

Consumers everywhere are being bombarded with more and more marketing messages. Television viewers in the United States, for example, are exposed to 15–20 minutes of...