Word of Mouth Versus Key Influencers
| December 13, 2007 |  View for printing |
This summary of an article from the December issue of the Journal of Advertising Research (good luck finding the issue online because I couldn’t) says that common word-of-mouth advertising by regular folks is more powerful than “key influencers.” Which is to say that sucking up to A-list bloggers may not be all that it’s cracked up to be. It seems like it’s bad day for celebrity endorsements.
Guy Kawasaki
Full Story: http://blog.guykawasaki.com/2007/12/ ... outh-v.html
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