Digital Word of Mouth and Its Offline Amplification: A Holistic Approach to Leveraging and Amplifying All Forms of WOM
Gian M. Fulgoni and Andrew Lipsman
This essay asserts that despite the popularity of digital social media, marketers should not be led astray into believing that digital WOM has replaced consumers' offline communications.
Digital Word of Mouth And Its Offline Amplification: A Holistic Approach to Leveraging And Amplifying All Forms of WOM
Gian M. Fulgoni and Andrew Lipsman
comScore, Inc.
INTRODUCTION
Word of mouth (WOM) long has been recognized as a powerful driver of...
