Research conducted by BBC and the Future Foundation into opinion leaders, word of mouth and how it works globally. The research covered 9,000 Opinion Leaders across 9 countries and goes beyond previous Word of Mouth research by its global scope and identification of 3 types of Opinion Leader.
The study looks at how Opinion Leaders spread the word in response to brand activity, news and personal experience. It covers all types of Word of Mouth and all types of channel (online and offline) and by studying the make-up of Opinion Leaders in different countries it explores geographical differences in how Word of Mouth works.
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