A couple of neat stats/facts
From a study from LSE: advocacy is a statistically significant predictor of sales growth. Companies with more positive WoM experience more sales growth than those with less.
In this same study, a 10% rise in advocacy related to a 8.82 million increase in sales.
On product recommendations, 90% trust their spouse and 65% trust their friends, however only 27% trust manufacturers, 14% trust advertisers and 8% trust celebrities (Yankleovich)