Word of mouth research: Word of mouth’s key role in the beverage industry

Sixty-two percent of consumers say they are likely to purchase a beverage product once it has been recommended to them according to a study released from Keller Fay Group and highlighted in AdAge. The report also shows that while the majority of recommendations of beverages include an appeal to buy or try the product, the majority of these conversations are being initiated by forces other than advertising. Here are the numbers:

  • 90% of word of mouth references for beverages are sparked by something other than TV commercials
  • 62% of conversations about beverages do not mention marketing or advertising
  • 53% of word of mouth recommendations for beverages include an appeal to buy or try the product

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