NEW YORK: Brands that increase their marketing budgets can fuel word of mouth levels, with potentially beneficial effects on sales, according to a study.

Koen Pauwels, a marketing professor at Northeastern University, discussed analysis he conducted with Engagement Labs, a research firm focused on word of mouth, at the Advertising Research Foundation’s (ARF) 2018 CONSUMERxSCIENCE conference.

Alongside the finding that 19% of next week’s sales for a brand are driven by word of mouth, their research tackled the issue of whether a lift in marketing spend can yield a spike in conversations.

Read the full Warc article, here.

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