Working Paper: Empowered Involvement and Word of Mouth
Today, we can present a first Empowered Involvement research status. This working paper is based on the work I am currently doing for my Doctorate Dissertation, which I plan to publish by the middle of 2008. Briefly, this is what Empowered Involvement is about:
Stimulating positive word of mouth has become one of the key strategies for marketing success. Our research on Empowered Involvement suggests that a very targeted participatory approach to marketing may be a promising solution for this. And it supports the notion that a real paradigm shift in marketing from a communication approach to an interaction approach may become the hallmark of early 21st century marketing.
The working paper presents the conceptual thinking behind Empowered Involvement, and a first (early) empirical study. We are looking forward to any kind of feedback – the comments are open! The dissertation will add results from a second and more elaborate study, which will then present a complete picture of how Empowered Involvement works.
Download link for the Working Paper:
Empowered Involvement and Word of Mouth (PDF)
Martin Oetting
08/01/08 - 07:42 Uhr
Publication
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