The role of advertising in word of mouth

Journal of Advertising Research

Volumn 49, Issue 2, 2009, Pages 154-158

  Keller, Ed ^a   Fay, Brad ^b  

^a Department of the Advertising Research Foundation ^*  (United States)

^b WOMMA's Influencer Marketing Council   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 67651154600     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/S0021849909090205     Document Type: Article

References (10)

1. Advertising Age. "Family and Friends Most Influential on Shoppers," April 9, 2008.
2. Bayus, B. L. "Word of Mouth. The Indirect Effects of Marketing Efforts." Journal of Advertising Research 25, 3(1985):31-39.
3. Godin, Seth. All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World. New York: Portfolio, 2005.
4. Graham, Jeffrey, and William Havlena. "Finding the Missing Link: Assessing the Impact of Advertising on Word of Mouth, Web Searches, and Site Visits." Journal of Advertising Research 47, 4(2007):427-437.
5. Jaffe, Joseph. Life after the 30-Second Spot: Energize Your Brand with a Bold Mix of Alternatives to Traditional Advertising. Hoboken, NJ: John Wiley & Sons, 2005.
6. Katz, Elihu, and Paul F. Lazarsfeld. Personal Influence. New Brunswick, NJ: Transaction Publishers, 1955.
7. Keller, Ed, and Brad Fay. "Leading the Conversation: Influencers' Impact on Word of Mouth and Brand Conversation." Measuring Word of Mouth, Vol. 3. WOMMA Resarch Anthology, Autumn, 2007.
8. Ries, Al, and Laura Ries. The Fall of Advertising and the Rise of PR. New York: HarperCollins Publishers, Inc., 2002.
9. Sernovitz, Andy. Word of Mouth Marketing: How Smart Companies Get People Talking. New York: Kaplan, 2006.
10. Zyman, Sergio, and Armin Brott. The End of Advertising as We Know It. Hoboken, NJ: John Wiley & Sons, 2002.