Word of mouth has always been a great PR ally, and combined with the user-generated content on social channels, new research shows these consumer conversations are having a direct, trackable impact on product sales, with an estimated 19 percent of all consumer sales found to be driven by offline and online social conversations.

A new study from Engagement Labs reveals that word-of-mouth conversations and online social media made up half of the measured social contribution to sales, while offline word-of-mouth contributed the other half—which adds up to 10 percent of consumer sales being attributed to word of mouth and nine percent to social media. Previous studies estimated a smaller sales impact through word of mouth and social media channels.

The research, conducted in conjunction with Koen Pauwels, professor of marketing at Northeastern University and BI Oslo, found that between $7-10 trillion in annual consumer spending is motivated by consumer conversation.

Read the full Agility PR Solutions article, here.

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