Ripple Effect How Empowered Involvement Drives Word of Mouth /

• Main Author: Oetting, Martin (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Gabler, 2009.
• Subjects: 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...

Table of Contents:

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