WOM Dynamics Collected
- Brand Level
- Polarity: Positive, negative, mixed, neutral opinions
- Recommending: Buy, consider, avoid
- Content: What was said
- Credibility & Intended actions
- Influences: Customer Experience, Media/marketing
- Sender vs. Receivers
- Conversation Level
- Mode: face to face, phone, online
- Venue: home, work, school, in-store, in-transit, etc
- Participants: Who & how many
- Respondent Level
- Demographics
- Influencer characteristics
