Studies show that as much as 90% of word of mouth takes place offline (Keller Fay Group, 2006-2011). Yet the vast quantities of content online users create, and exchange daily through social media channels begs the following questions:
- What is the collective impact of online and offline word of mouth? How do they compare?
- How does online word of mouth influence offline conversations and activities?
- How do offline conversations drive online conversations and activities?
Word of Mouth Marketing Association’s Research & Measurement Council’s subcommittee for online-offline word of mouth research set out to answer these questions. Through a careful review of the literature published on these topics, the group assembled a robust bibliography of publications, including points of views and studies from marketers, researchers and academics.
Our work is ongoing. To submit a new study to the bibliography, please contact Tarah Remington Brown at Tarah@WOMMA.org.
Members:
The development and easy access to great content like this Bibliography is a benefit of your company’s WOMMA membership. Click here to download the entire Online Offline Bibliography: A Curation of Great Resources
You will need your Member Center login to access the Guide. Lost your login? Contact Adriana Sanchez at Adriana@WOMMA.org to request your login.
Non Members: