クチコミの価値は、ボリューム（量）とインパクト（質）を掛け合わせて評価する。インパクトの指標は次の通り。
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Message Content: What are they saying?
Sender: Who is talking?
Network: Where are they talking?
Message Source: What is the trigger?
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Message Content: What are they saying?
Sender: Who is talking?
Network: Where are they talking?
Message Source: What is the trigger?
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