Word-of-mouth (WOM) is a key influencer of consumers’ purchase decisions, once credited with driving almost one-fifth of consumer sales. Most conversations about brands continue to take place offline, according to a recent report [download page] from Engagement Labs, as they have for more than 15 years now.

In examining its TotalSocial data over a two-year period from July 2021 through June 2023, Engagement Labs found that 69% of conversations about brands among Republicans took place face-to-face, as did 63% of brand conversations among Democrats.

Interestingly, the analysis also reveals that the net sentiment of brand conversations differs by mode of communication. In this case, net sentiment is determined by subtracting negative and mixed conversations from positive ones, to arrive at an overall score.

Face-to-face conversations about brands are the most positive in general, per the report, with a net sentiment score of +52 (meaning that positive conversations are 52% points higher than mixed and negative ones). Following face-to-face in net sentiment are voice calls (+46), video calls (+44), and text messages (+43) about brands.

Read the full MarketingCharts article, here.

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