How Measuring Consumer Conversations Can Reveal Advertising Performance






Brad Fay, Ed Keller, Rick Larkin

DOI: 10.2501/JAR-2019-043 Published 1 December 2019



Generating “buzz” is a marketing objective for many Super Bowl advertisers, but “buzz” as a campaign objective should not be limited to big tent-pole events like the Super Bowl. It should be a key objective for all advertising. Fifteen years ago, researchers estimated word-of-mouth (WOM) could triple the value of advertising through a “ripple effect” (Hogan, Lemon, and Libai, 2004). The current study confirms the theory that there is a close and valuable relationship between WOM and advertising success, and it further examines that relationship as a reason to make it a campaign objective and a key part of the measurement of advertisement performance.

  • Received September 5, 2019.
  • Received (in revised form) October 2, 2019.
  • Accepted October 10, 2019.
  • Copyright© 2019 ARF. All rights reserved.


Read the full Journal of Advertising Research article, here.

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