rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Ripple Effect
    sub title: How Empowered Involvement Drives Word of Mouth
  name:
    name part: Oetting, Martin.
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: SpringerLink (Online service)
  type of resource: text
  origin info:
    place:
      place term: gw
    date issued: 2009
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: electronic
    form: electronic resource
    reformatting quality: access
    form: remote
    extent: XVIII, 151 p. 22 illus. online resource.
  abstract: Everyone in marketing is talking about word of mouth (WOM). At a time when traditional advertising is struggling, conversations between consumers – the most trusted source of product information – have taken on an entirely new dimension on the Internet. While considerable research on the effects and spread of WOM has been carried out over the past sixty years, surprisingly few scholars have tried to find out how to stimulate it. Martin Oetting seeks to close that gap. Based on involvement and empowerment research, this is the first scientific study connecting word of mouth with a participatory marketing approach, thus providing an answer to what may be marketing’s most pressing question: how to strategically harness the power of blogs, Facebook, and the Social Web.
  table of contents: Word of Mouth Research Traditions -- Drivers for Word of Mouth -- Involvement -- Empowered Involvement -- Testing Empowered Involvement -- Outlook.
  note: by Martin Oetting.
  subject:
    topic: Business
  subject:
    topic: Management science
  subject:
    topic: Marketing
  subject:
    topic: Business and Management
  subject:
    topic: Business and Management, general
  subject:
    topic: Marketing
  classification: HF4999.2-6182
  classification: HD28-70
  classification: 650
  related item:
    title info:
      title: Springer eBooks
  identifier: 9783834983725
  identifier: http://dx.doi.org/10.1007/978-3-8349-8372-5
  record info:
    record creation date: 100914
    record change date: 20151204152055.0
    record identifier: 978-3-8349-8372-5