Ripple Effect

How Empowered Involvement Drives Word of Mouth

  • Authors
  • Martin Oetting

Table of contents

  1. Front Matter
    Pages I-XVII
  2. Martin Oetting
    Pages 1-33
  3. Martin Oetting
    Pages 35-41
  4. Martin Oetting
    Pages 43-56
  5. Martin Oetting
    Pages 57-71
  6. Martin Oetting
    Pages 73-81
  7. Martin Oetting
    Pages 83-122
  8. Martin Oetting
    Pages 123-136
  9. Back Matter
    Pages 137-151

About this book

Introduction

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.

Keywords

Empowerment Facebook Involvement Marketing Social Media Web Weblog Word of Mouth internet

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-8349-8372-5
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2009
  • Publisher Name Gabler
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-2009-6
  • Online ISBN 978-3-8349-8372-5
  • About this book
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Consumer Packaged Goods