Online and offline WOM rarely match

NEW YORK: Brands typically generate very different levels of word of mouth (WOM) in the digital and physical worlds, according to research published in the latest edition of the Journal of Advertising Research (JAR).

Brad Fay and Rick Larkin, two authors from Engagement Labs, aimed to establish whether digital word of mouth – the online conversations that get passed along between communities of like-minded enthusiasts – reflect real-world discussions about brands.

And they presented evidence that legacy and digital interactions "are important to brand success, but brands rarely earn the same level of success both online and offline".

Read the full WARC article, here.

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