Targeting influentials - A study of Word of Mouth
Magazines are the best medium for reaching the influential customers who can transform a brand's fortunes, according to groundbreaking new 
research by PPA.
The research, conducted by BMRB, assessed the power of word of mouth (WOM) influence by category, and who the most influential people were, in terms of WOM. Through conversations 'influentials' could enhance a brand's reputation through acting as advocates.
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