Online and offline brand conversations occur in two vastly different ecosystems.

The conventional thinking is that social media conversations about brands are representative of broader consumer sentiment in the overall market. However a new study from Engagement Labs, appearing in the Journal of Advertising Research, finds online discussions and sentiment are not necessarily predictive of offline brand outcomes.

Among other things, Engagement Labs sought to answer the question, “Can the social media tip of the [consumer conversation] iceberg predict what is a much larger conversation happening in real life? The answer apparently is “no.”

Read the full Marketing Land article, here.

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