2019 NextGen WOM

2019 NextGen WOM: South Korea

Top WOM Rankings
Rank Brand 2019 Score
1 Kakao Bank | 카카오뱅크 66.3
2 Samsung | 삼성 59.0
3 yanolja | 야놀자 58.8
4 Pra.L | 프라엘 58.7
5 Apple | 애플 57.2
6 Listerine | 리스테린 52.3
7 The Face Shop | 더페이스샵 50.0
8 YeojiEtaeo | 여기어때 48.5
9 Airbnb | 에어비앤비 48.2
10 KB Kookmin Card | KB국민카드 47.0
Top WOM Improvers
Rank Brand 2019 2018 Change in Score
1 SK 44.1 37.3 6.8
2 yanolja | 야놀자 58.8 52.0 6.8
3 Expedia | 익스피디아, 엑스피디아 37.9 32.2 5.6
4 Adidas | 아디다스 45.8 42.4 3.4
5 Shinhan Card | 신한카드 44.8 42.8 2.0
6 Hotels.com | 호텔스닷컴, 호텔닷컴 39.5 37.6 1.8
7 Samsung | 삼성 59.0 57.3 1.7
8 Samsung Pay | 삼성페이 45.9 44.7 1.2
9 YeojiEtaeo | 여기어때 48.5 47.3 1.2
10 Hana Tour | 하나투어 39.3 38.1 1.2
Methodology: 

YouGov BrandIndex first screened all of its 112 brands for positive Buzz, which asks respondents "Have you heard anything positive about the brand in the last two weeks, through advertising, news, or word of mouth?" Brands with low response volume were eliminated. From those brands, they were then ranked on Word of Mouth scores, which asks respondents "Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?" All respondents for this research were young adults 18 through 34 years old. Data was collected between September 1, 2018 and August 31, 2019.

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