Ripple Effect: How Empowered Involvement Drives Word of Mouth - Forschungsgruppe Konsum und Verhalten - Martin Oetting - Books - Springer Fachmedien Wiesbaden - 9783834920096 - September 24, 2009
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Martin Oetting
Ripple Effect: How Empowered Involvement Drives Word of Mouth - Forschungsgruppe Konsum und Verhalten 2009 edition

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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.

151 pages, 22 black & white illustrations, 31 black & white tables, biography

Media Books     Paperback Book   (Book with soft cover and glued back)
Released September 24, 2009
ISBN13 9783834920096
Publishers Springer Fachmedien Wiesbaden
Pages 151
Dimensions 148 × 210 × 9 mm   ·   213 g
Language English   German  

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