WOMMA's Online-Offline Bibliography http://womma.org/onlineofflinebibliography Just another WordPress site Fri, 02 Dec 2011 00:31:57 +0000 en hourly 1 http://wordpress.org/?v=3.1.1-RC1 Online and Offline Word of Mouth Bibliography A Curation of Great Resources http://womma.org/onlineofflinebibliography/2011/10/onlineoffline-bibliography-ready-for-review-and-additions/ http://womma.org/onlineofflinebibliography/2011/10/onlineoffline-bibliography-ready-for-review-and-additions/#comments Mon, 03 Oct 2011 18:29:07 +0000 admin http://womma.org/onlineofflinebibliography/?p=26 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:

  1. What is the collective impact of online and offline word of mouth? How do they compare?
  2. How does online word of mouth influence offline conversations and activities?
  3. 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:

Non members, access the full bibliography here

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