Influencers are essential in driving WOM and affinity with the brand

Ed Keller and Brad Fay

As demand for Word-of-Mouth (WOM) marketing has grown, so has the need for insight into how influencers stimulate demand.

Influencers are essential in driving WOM and affinity with the brand

Ed Keller and Brad Fay

Researchers have been studying influencers for decades. Whether with surveys, focus groups or one-on-one interviews, the results have informed companies' marketing...

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