“Buzz” vs. Sentiment – Word of Mouth's Most Important Distinction

The marketing world has been buzzing this week about a new study from
social superstar Coca-Cola. Despite the brand’s massive social
following and celebrated dedication to highly-sharable content, recent analysis by the Coke team found that online buzz had no measurable impact on short-term soft drink sales.Many clung to the study’s findings that TV and display ads showed
more sales […]