This research is, to our knowledge, the first to scientifically demonstrate that a specific form of engagement marketing (namely: Empowered Involvement) can lead to positive word of mouth and improve advocacy levels. The approach may therefore be considered to be a promising avenue for marketers who need to both meet the challenges of empowered consumers, and deal with the growing importance of word of mouth. It thus provides a suggestion for marketers who “try to stimulate situational involvement for existing consumers” (Wangenheim & Bayón, 2007, p. 247).
KeywordsMarketing Effort Positive Word Psychological Empower Marketing Process Brand Communication
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