Ripple Effect How Empowered Involvement Drives Word of Mouth /

• Κύριος συγγραφέας: Oetting, Martin (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Wiesbaden : Gabler, 2009.
• Θέματα: Business.; Management science.; Marketing.; Business and Management.; Business and Management, general.

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...

Πίνακας περιεχομένων:

• Word of Mouth Research Traditions
• Drivers for Word of Mouth
• Involvement
• Empowered Involvement
• Testing Empowered Involvement
• Outlook.