Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline: Volume, Sentiment, Sharing, and Influence Metrics Yield Scant Online–Offline WOM Correlations
Brad Fay and Rick Larkin
Engagement Labs
MANAGEMENT SLANT
- Social media do not...
Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline: Volume, Sentiment, Sharing, and Influence Metrics Yield Scant Online–Offline WOM Correlations
The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.
