Digital Word of Mouth and Its Offline Amplification: A Holistic Approach to Leveraging and Amplifying All Forms of WOM

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...