Download JAR Article: Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline

Get your Complimentary Journal of Advertising Research Article

What is the relationship between social media and real-world conversations? What impact do these make on actual brand performance? Find out in this Journal of Advertising Research article, authored by Engagement Labs' Brad Fay and Rick Larkin.

Download this article to learn:

  • Online-offline correlations of consumer brand conversations
  • The relationship between social media and real-life conversations
  • The necessity for marketers to develop separate online and offline social influence strategies
  • The limitations of social media in its ability to provide a clear window into the consumer marketplace