Unleashing the power of word of mouth: Creating brand advocacy to drive growth

被引：176

作者：

Keller, Ed

机构：

来源：

JOURNAL OF ADVERTISING RESEARCH | 2007年 / 47卷 / 04期

关键词：

D O I：

10.2501/S0021849907070468

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The evidence is abundantly clear: word of mouth (WOM) is the most important and effective communications channel. Now, the search is on for strong, quantifiable research to help marketers navigate this new terrain, where control rests with the consumer and not the marketer. This article lays out important insights drawn from Keller Fay's continuous monitoring of America's offline and online WOM conversations.

引用

页码：448 / 452

页数：5