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social media word of mouth wom research wom uk marketing roi case studies measurement emanuel rosen uk word social media wommauk mouth ethics buzz guardian development professional empowered involvement the ripple effect brand planning research 30 crowdsourcing face influence net promoter score membership cancer breast cancer care health womm womma uk bcc charity youth social media youthnet 1000heads charities seo social search word of mouth statistics case study brand strategy braun fmcg direct mail social commerce sales paul marsden consumer psychology law consumer reviews richard anson reevoo crm social networks