Details
Ripple Effect
How Empowered Involvement Drives Word of MouthForschungsgruppe Konsum und Verhalten
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53,49 € |
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| Verlag: | Gabler |
| Format: | |
| Veröffentl.: | 15.09.2010 |
| ISBN/EAN: | 9783834983725 |
| Sprache: | englisch |
| Anzahl Seiten: | 151 |
Dieses eBook enthält ein Wasserzeichen.
Beschreibungen
Practically every marketing trade journal is buzzing “word of mouth” these days. Many practitioners consider peer-to-peer communication to be the new panacea for many, if not all of the problems that advertising is currently facing. The academic community has also rediscovered the subject as one that is highly relevant and crying out for scientific investigation and substantiation. However, four years ago, when Martin Oetting began his research project, this was not at all clear. He was intrigued by the early, weak signals he had picked up during his professional career in advert- ing, and he was motivated by a strong belief in the value of his overall ideas. He - cided to embark on a research project that has become a most valuable contribution to the field of word-of-mouth marketing. In choosing a topic well before it would - come of mainstream interest, Martin Oetting proved that he is sensitive to market d- continuities, and to the potential they provide for academic research. In his dissertation, Oetting deftly applies the framework of the positivistic tra- tion. The introductory chapters provide an overview of current changes and their major consequences in the field of marketing. The importance of word of mouth is illustrated with reference to contemporary market developments and marketing pr- tice.
Word of Mouth Research Traditions.- Drivers for Word of Mouth.- Involvement.- Empowered Involvement.- Testing Empowered Involvement.- Outlook.
Martin Oetting is Research Director at word-of-mouth marketing platform TRND AG. On Twitter, he is @oetting.
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.
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.
“Deconstructs the mystery of word of mouth into a simple, manageable process. Inspiring, incisive and instructive - this book has implications well beyond the field of marketing.“<br>
Dr. Paul Marsden, Connected Marketing, Advocacy Drives Growth<br>
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“This rich analysis of word of mouth is intelligent, insightful and – frankly – inspiring. A must read for anyone who is seeking to extend their knowledge about this powerful and authentic medium.“ Dave Balter, CEO BzzAgent<br>
Dr. Paul Marsden, Connected Marketing, Advocacy Drives Growth<br>
<br>
“This rich analysis of word of mouth is intelligent, insightful and – frankly – inspiring. A must read for anyone who is seeking to extend their knowledge about this powerful and authentic medium.“ Dave Balter, CEO BzzAgent<br>
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