Ripple Effect pp 123-136 | Cite as


  • Martin Oetting


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).


Marketing Effort Positive Word Psychological Empower Marketing Process Brand Communication 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Gabler | GWV Fachverlage GmbH 2009

Authors and Affiliations

  • Martin Oetting

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