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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 |
Tabla de Contenidos:
- Word of Mouth Research Traditions
- Drivers for Word of Mouth
- Involvement
- Empowered Involvement
- Testing Empowered Involvement
- Outlook.