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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...
| Call Number: | Libro Electrónico |
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| Main Author: | |
| Corporate Author: | |
| Format: | Electronic eBook |
| Language: | Inglés |
| Published: |
Wiesbaden :
Gabler Verlag : Imprint: Gabler Verlag,
2009.
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| Edition: | 1st ed. 2009. |
| Series: | Forschungsgruppe Konsum und Verhalten,
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| Subjects: | |
| Online Access: | Texto Completo |
Table of Contents:
- Word of Mouth Research Traditions
- Drivers for Word of Mouth
- Involvement
- Empowered Involvement
- Testing Empowered Involvement
- Outlook.