The ‘Echoverse’: New way to think about brand-consumer interactions

Most studies of the interactions between companies and consumers look at one piece of the puzzle: Advertising or social media or news coverage or ‘consumer sentiment’ as measured in surveys. A new study examines how messages about brands across various channels interact in a complex set of feedback loops the authors call the ‘echoverse.’ And the study offers advice for managers on navigating this new complex media world.