DuPont's measures of online word of mouth include ad campaigns' ________, that is, the extent to which a campaign was not a one-shot deal.

Question

Quizplus · Accepted Answer

The word "sustainability" indicates the longevity or endurance of a campaign, which implies measuring the extent to which it was not a one-shot deal. Therefore, the best choice is E – sustainability. The other options, authority, sentiment, relevance, and scale, do not directly relate to measuring the longevity of online word of mouth.

DuPont's Measures of Online Word of Mouth Include Ad Campaigns