Personal touch

May 2007
Marketing Management;May/Jun2007, Vol. 16 Issue 3, p4
The article discusses a study by public relations firms Weber Shandwick and KRC Research that states baby boomers are heavily involved in word-of-mouth. The study found that when fellow boomers ask respondents for advice, nearly all of them deliver it. This recommendation-seeking happens approximately ninety times per year, and the vast majority of baby boomers trust their friends for information. The preferred channels for recommendations are face to face, followed by phone, with Internet trailing far behind.


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