Ten years ago I published this piece at MediaVillage about newly released research which shined much needed light on online vs. offline word of mouth. It was conducted by several esteemed marketing professors and was unveiled at a Wharton event. I recently revisited the results and updated them to see just how much things have advanced in a decade as social media has boomed. And to my surprise -- and I suspect to yours, as well -- the answer is, "not as much as you might think."
Word of Mouth and Social Media: A Ten-Year Update
