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Ripple Effect How Empowered Involvement Drives Word of Mouth /
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...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Autor Corporativo: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Wiesbaden :
Gabler Verlag : Imprint: Gabler Verlag,
2009.
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| Edición: | 1st ed. 2009. |
| Colección: | Forschungsgruppe Konsum und Verhalten,
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| Temas: | |
| Acceso en línea: | Texto Completo |
MARC
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| 100 | 1 | |a Oetting, Martin. |e author. |4 aut |4 http://id.loc.gov/vocabulary/relators/aut | |
| 245 | 1 | 0 | |a Ripple Effect |h [electronic resource] : |b How Empowered Involvement Drives Word of Mouth / |c by Martin Oetting. |
| 250 | |a 1st ed. 2009. | ||
| 264 | 1 | |a Wiesbaden : |b Gabler Verlag : |b Imprint: Gabler Verlag, |c 2009. | |
| 300 | |a XVIII, 151 p. 22 illus. |b online resource. | ||
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| 490 | 1 | |a Forschungsgruppe Konsum und Verhalten, |x 2628-2046 | |
| 505 | 0 | |a Word of Mouth Research Traditions -- Drivers for Word of Mouth -- Involvement -- Empowered Involvement -- Testing Empowered Involvement -- Outlook. | |
| 520 | |a 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. | ||
| 650 | 0 | |a Business. | |
| 650 | 0 | |a Management science. | |
| 650 | 0 | |a Marketing. | |
| 650 | 1 | 4 | |a Business and Management. |
| 650 | 2 | 4 | |a Marketing. |
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| 830 | 0 | |a Forschungsgruppe Konsum und Verhalten, |x 2628-2046 | |
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| 950 | |a Business and Economics (SpringerNature-11643) | ||
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