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Ripple Effect

How Empowered Involvement Drives Word of Mouth

  • Book
  • © 2009

Overview

Authors:
  1. Martin Oetting
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Part of the book series: Forschungsgruppe Konsum und Verhalten (FGKV)

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Table of contents (7 chapters)

  1. Front Matter

    Pages I-XVII
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  2. Introduction

    • Martin Oetting
    Pages 1-33

  3. Word of Mouth Research Traditions

    • Martin Oetting
    Pages 35-41

  4. Drivers for Word of Mouth

    • Martin Oetting
    Pages 43-56

  5. Involvement

    • Martin Oetting
    Pages 57-71

  6. Empowered Involvement

    • Martin Oetting
    Pages 73-81

  7. Testing Empowered Involvement

    • Martin Oetting
    Pages 83-122

  8. Outlook

    • Martin Oetting
    Pages 123-136

  9. Back Matter

    Pages 137-151
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Keywords

About this book

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.

Reviews

“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.“
Dr. Paul Marsden, Connected Marketing, Advocacy Drives Growth

“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

About the author

Martin Oetting is Research Director at word-of-mouth marketing platform TRND AG. On Twitter, he is @oetting.

Bibliographic Information

  • Book Title: Ripple Effect

  • Book Subtitle: How Empowered Involvement Drives Word of Mouth

  • Authors: Martin Oetting

  • Series Title: Forschungsgruppe Konsum und Verhalten

  • DOI: https://doi.org/10.1007/978-3-8349-8372-5

  • Publisher: Gabler Verlag Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2009

  • Softcover ISBN: 978-3-8349-2009-6Published: 24 September 2009

  • eBook ISBN: 978-3-8349-8372-5Published: 15 September 2010

  • Series ISSN: 2628-2038

  • Series E-ISSN: 2628-2046

  • Edition Number: 1

  • Number of Pages: XVIII, 151

  • Number of Illustrations: 22 b/w illustrations

  • Topics: Business and Management, general, Marketing

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