The Downside of Digital Word of Mouth and the Pursuit of Media Quality: How Social Sharing Is Disrupting Digital Advertising Models and Metrics

This article looks at the problems that have come with the growth of digital word of mouth through social media.

The Downside of Digital Word of Mouth and the Pursuit of Media Quality: How Social Sharing Is Disrupting Digital Advertising Models and Metrics

Gian M. Fulgoni and Andrew Lipsman

comScore, Inc.

INTRODUCTION

When the mobile Internet was still in its early g

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