Abstract
In the following section, the involvement construct will be discussed. We will begin with a brief introduction, and then present a definition, as well as different dimensions and objects of involvement. Various effects that are associated with involvement will follow. This will also allow us to explicitly return to the goal of our research, the identification of ways in which companies can stimulate word of mouth. A discussion of the challenges associated with stimulating involvement concludes this chapter.
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© 2009 Gabler | GWV Fachverlage GmbH
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Oetting, M. (2009). Involvement. In: Ripple Effect. Gabler. https://doi.org/10.1007/978-3-8349-8372-5_4
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DOI: https://doi.org/10.1007/978-3-8349-8372-5_4
Publisher Name: Gabler
Print ISBN: 978-3-8349-2009-6
Online ISBN: 978-3-8349-8372-5
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