Word of mouth has long been recognised as the “Holy Grail” of marketing, as it is getting harder and harder to reach consumers with traditional advertising. In this interactive talk, Caroline will give you a short overview of what we know about these word-of-mouth processes and share the results of recent research studying what online content gets shared, how Twitter messages affect the adoption of new products, and if social media trendsetters can be targeted by native advertising.
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TANC Event with Caroline Wiertz: