Ripple Effect: ?How Empowered Involvement Drives Word of Mouth

Front Cover......Page 1
Foreword......Page 6
Acknowledgements......Page 8
Contents......Page 10
List of Figures......Page 15
List of Tables......Page 16
1.1.1 Advertising Under Pressure......Page 17
1.1.2 The Decline of Mass Advertising Effectiveness......Page 18
1.1.3 Consumer Empowerment on the World Wide Web......Page 21
1.1.4 The Evolving Field of Consumer Marketing......Page 22
1.1.5.1 The Need for New Approaches......Page 23
1.1.5.3 Collaborative Marketing......Page 24
1.1.5.4 Word-of-Mouth Marketing as a Response to the Challenges......Page 25
1.2.1 Introduction......Page 26
1.2.2 Terminological Diversity......Page 27
1.2.3 “Awareness Word of Mouth” vs. “Evaluation Word of Mouth”......Page 28
1.2.4.1 Product-based Word-of-mouth Stimulation......Page 30
1.2.4.2 Advertising-based Word-of-mouth Stimulation......Page 33
1.2.4.3 Relationship-based Word-of-mouth Stimulation......Page 34
1.2.5 Overview: The Awareness Word-of-Mouth Marketing Framework......Page 36
1.3.1 Value of Word of Mouth Communication to the Firm......Page 38
1.3.2 Online Word of Mouth......Page 40
1.3.3 Influentials and Their Role in Spreading Messages......Page 41
1.4.1 How Can Marketing Stimulate Word of Mouth?......Page 42
1.4.1.3 “What Makes People Talk?”......Page 44
1.4.2 The Word-of-Mouth Marketing Model......Page 45
1.4.3 A Neo-Behaviourist Perspective......Page 47
1.4.4 Study Overview......Page 49
2.1.2 Early Word-of-Mouth Research in Marketing......Page 51
2.2.1 Focus on Personal Influence: Opinion Leader Research......Page 52
2.2.2 Focus on Networks: Tie-strength......Page 53
2.2.3 Focus on Personal Experience: Satisfaction and Dissatisfaction......Page 54
2.3 Definition......Page 56
3.1 Four groups of Word-of-Mouth Drivers......Page 59
3.1.2.1 Participation......Page 60
3.1.3 Post-Purchase Triggers for Word of Mouth......Page 61
3.1.3.3 Emotions......Page 62
3.1.3.4 Network Externalities......Page 63
3.1.4.1 Involvement......Page 64
3.1.4.3 Other-involvement......Page 65
3.1.4.5 Category Involvement......Page 66
3.1.4.6 Purchase Involvement......Page 67
3.1.4.7 Firm-stimulated Word of Mouth......Page 68
3.2 Summary......Page 70
4.1.1 Different Levels of Cognitive Processing......Page 73
4.1.2 Definition......Page 74
4.2.2 Situational vs. Enduring Involvement......Page 75
4.3.2 Message......Page 76
4.3.3 Media......Page 77
4.4.1 Overview......Page 78
4.4.2.2 Richins & Root-Shaffer (1988)......Page 79
4.4.2.3 Venkatraman (1990)......Page 80
4.4.2.4 Wangenheim & Bayón (2007)......Page 82
4.5.1 Involvement as Internal and Individual-specific......Page 83
4.5.2.1 File, Judd & Prince (1992)......Page 84
4.5.2.2 Mancuso (1969)......Page 85
4.6 Summary: Involvement......Page 86
5.2.2 Empowerment in Healthcare......Page 89
5.2.3 Empowerment in Human Resources Management......Page 90
5.4.1 Conceptual Considerations, Dimensions of Empowerment......Page 91
5.4.2 Measuring Empowerment......Page 93
5.5.2 Empowered Involvement Defined......Page 94
5.6 Summary......Page 96
6.1.2 Two Stages of Empirical Analysis......Page 99
6.2.2 Sample Selection......Page 100
6.2.3 Experimental Treatment and Data Collection......Page 101
6.2.6 Results......Page 103
6.2.7 Limitations......Page 105
6.3.2 Hypotheses......Page 106
6.3.3.1 Collaboration with Word-of-Mouth Marketing Company......Page 108
6.3.3.2 Blog Launch Project Description......Page 109
6.3.3.5 Control Group......Page 110
6.3.4.1 Measuring Empowered Involvement......Page 111
6.3.4.2 Measuring Word of Mouth......Page 112
6.3.4.3 Questionnaire Introduction and Wording......Page 113
6.3.5.1 Empowered Involvement as a Formative Construct......Page 115
6.3.5.2 Four Dimensions of EmI Measured Reflectively......Page 117
6.3.5.4 The Structural Path Model of Empowered Involvement and Word of Mouth (Measurement and Structural Model)......Page 118
6.3.6.1 Varianceand Covariance-based Algorithms......Page 120
6.3.6.2 Selection Criteria......Page 121
6.3.6.3 Assessing the Reflective Measurement Models......Page 122
6.3.7.1 Descriptive Statistics......Page 128
6.3.7.2 PLS Analysis......Page 131
6.4.2 Insight for Community Marketing......Page 134
6.4.3.2 Impact......Page 135
6.4.3.4 Competence......Page 136
6.4.4 Performance Measure......Page 137
7.1.1 Linking Engagement Marketing and Word of Mouth......Page 139
7.1.3 Stimulating Empowered Involvement......Page 140
7.1.3.3 Tremor: Impact......Page 142
7.1.3.5 A Basic Empowered Involvement System......Page 143
7.2.1 From Transaction-Orientation to Interaction-Orientation......Page 145
7.2.2 Interaction With a Ripple Effect......Page 146
7.2.3 The Customer As A Co-Worker......Page 147
7.3.1.2 Complete Set of Cognitions, Ways to Stimulate Them......Page 149
7.3.1.5 Cross-Cultural Applicability......Page 150
7.3.2 Further Research: Selection of Participants......Page 151
References......Page 153