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Ripple Effect - How Empowered Involvement Drives Word of Mouth
of: Martin Oetting
Gabler Verlag, 2010
ISBN: 9783834983725 , 151 Pages
Format: PDF, Read online
Copy protection: DRM
Foreword
6
Acknowledgements
8
Contents
10
List of Figures
15
List of Tables
16
1 Introduction
17
1.1 Consumer Marketing Faces New Challenges
17
1.1.1 Advertising Under Pressure
17
1.1.2 The Decline of Mass Advertising Effectiveness
18
1.1.3 Consumer Empowerment on the World Wide Web
21
1.1.4 The Evolving Field of Consumer Marketing
22
1.1.5 Renewed Interest in Word of Mouth
23
1.1.5.1 The Need for New Approaches
23
1.1.5.2 Online Word of Mouth on the Rise
24
1.1.5.3 Collaborative Marketing
24
1.1.5.4 Word-of-Mouth Marketing as a Response to the Challenges
25
1.2 Word-of-Mouth Marketing Practice
26
1.2.1 Introduction
26
1.2.2 Terminological Diversity
27
1.2.3 “Awareness Word of Mouth” vs. “Evaluation Word of Mouth”
28
1.2.4 The Practice of Stimulating Word of Mouth
30
1.2.4.1 Product-based Word-of-mouth Stimulation
30
1.2.4.2 Advertising-based Word-of-mouth Stimulation
33
1.2.4.3 Relationship-based Word-of-mouth Stimulation
34
1.2.5 Overview: The Awareness Word-of-Mouth Marketing Framework
36
1.3 Word of Mouth as a Field of Academic Study in Marketing
38
1.3.1 Value of Word of Mouth Communication to the Firm
38
1.3.2 Online Word of Mouth
40
1.3.3 Influentials and Their Role in Spreading Messages
41
1.4 Goal of this Research
42
1.4.1 How Can Marketing Stimulate Word of Mouth?
42
1.4.1.1 “Why Do People Listen?”
44
1.4.1.2 “What Effects Does Word of Mouth Create?”
44
1.4.1.3 “What Makes People Talk?”
44
1.4.1.4 “What Happens to the Communicator after the Word of Mouth Event?”
45
1.4.2 The Word-of-Mouth Marketing Model
45
1.4.3 A Neo-Behaviourist Perspective
47
1.4.4 Study Overview
49
2 Word of Mouth Research Traditions
50
2.1 Opinion Leaders and Early Marketing Studies
50
2.1.1 Roots in Opinion Leader Research
50
2.1.2 Early Word-of-Mouth Research in Marketing
50
2.2 Three Strands of Literature
51
2.2.1 Focus on Personal Influence: Opinion Leader Research
51
2.2.2 Focus on Networks: Tie-strength
52
2.2.3 Focus on Personal Experience: Satisfaction and Dissatisfaction
53
2.3 Definition
55
3 Drivers for Word of Mouth
57
3.1 Four groups of Word-of-Mouth Drivers
57
3.1.1 Pre-Purchase Trigger for Word of Mouth
58
3.1.2 Triggers for Word of Mouth During Purchase
58
3.1.2.1 Participation
58
3.1.2.2 Personal Relationships
59
3.1.3 Post-Purchase Triggers for Word of Mouth
59
3.1.3.1 Product Involvement
60
3.1.3.2 Satisfaction/Dissatisfaction
60
3.1.3.3 Emotions
60
3.1.3.4 Network Externalities
61
3.1.4 Undetermined Triggers for Word of Mouth
62
3.1.4.1 Involvement
62
3.1.4.2 Self-involvement
63
3.1.4.3 Other-involvement
63
3.1.4.4 Message Involvement
64
3.1.4.5 Category Involvement
64
3.1.4.6 Purchase Involvement
65
3.1.4.7 Firm-stimulated Word of Mouth
66
3.2 Summary
68
4 Involvement
71
4.1 Introduction
71
4.1.1 Different Levels of Cognitive Processing
71
4.1.2 Definition
72
4.2 Dimensions
73
4.2.1 High vs. Low Involvement
73
4.2.2 Situational vs. Enduring Involvement
73
4.3 Objects of Involvement
74
4.3.1 Product
74
4.3.2 Message
74
4.3.3 Media
75
4.4 Involvement Effects
76
4.4.1 Overview
76
4.4.2 Involvement and Word of Mouth
77
4.4.2.1 Few Explicit Links Between Involvement and Word of Mouth
77
4.4.2.2 Richins & Root-Shaffer (1988)
77
4.4.2.3 Venkatraman (1990)
78
4.4.2.4 Wangenheim & Bayón (2007)
80
4.5 Stimulating Involvement
81
4.5.1 Involvement as Internal and Individual-specific
81
4.5.2 Implicit Stimulation of Involvement
82
4.5.2.1 File, Judd & Prince (1992)
82
4.5.2.2 Mancuso (1969)
83
4.6 Summary: Involvement
84
5 Empowered Involvement
86
5.1 Introduction
86
5.2 Empowerment in Various Fields of Business Research
86
5.2.1 Empowerment in Marketing
86
5.2.2 Empowerment in Healthcare
86
5.2.3 Empowerment in Human Resources Management
87
5.3 Implicit: Involvement
88
5.4 Empowerment as a Motivational Construct
88
5.4.1 Conceptual Considerations, Dimensions of Empowerment
88
5.4.2 Measuring Empowerment
90
5.5 Empowered Involvement as a Word-of-Mouth Marketing Paradigm
91
5.5.1 A Soft Constructionist Paradigm
91
5.5.2 Empowered Involvement Defined
91
5.6 Summary
93
6 Testing Empowered Involvement
95
6.1 Introduction and Overview
95
6.1.1 A Deductive Approach
95
6.1.2 Two Stages of Empirical Analysis
95
6.2 First Preliminary Research
96
6.2.1 Introduction
96
6.2.2 Sample Selection
96
6.2.3 Experimental Treatment and Data Collection
97
6.2.4 Scales/Measurement
99
6.2.5 Hypotheses
99
6.2.6 Results
99
6.2.7 Limitations
101
6.3 Second Research Study
102
6.3.1 Introduction
102
6.3.2 Hypotheses
102
6.3.3 Methodical Considerations, Project Description and Sample Selection
104
6.3.3.1 Collaboration with Word-of-Mouth Marketing Company
104
6.3.3.2 Blog Launch Project Description
105
6.3.3.3 Sample Selection
106
6.3.3.4 Test Group
106
6.3.3.5 Control Group
106
6.3.4 Questionnaire Development
107
6.3.4.1 Measuring Empowered Involvement
107
6.3.4.2 Measuring Word of Mouth
108
6.3.4.3 Questionnaire Introduction and Wording
109
6.3.5 Data Analysis: Structural Path Modelling
111
6.3.5.1 Empowered Involvement as a Formative Construct
111
6.3.5.2 Four Dimensions of EmI Measured Reflectively
113
6.3.5.3 Reflective Measurement of Word-of-Mouth Behaviour
114
6.3.5.4 The Structural Path Model of Empowered Involvement and Word of Mouth (Measurement and Structural Model)
114
6.3.6 Choice of an Algorithm
116
6.3.6.1 Varianceand Covariance-based Algorithms
116
6.3.6.2 Selection Criteria
117
6.3.6.3 Assessing the Reflective Measurement Models
118
6.3.6.4 Assessing the Formative Structural Model
124
6.3.7 Results
124
6.3.7.1 Descriptive Statistics
124
6.3.7.2 PLS Analysis
127
6.4 Discussion of the Results
130
6.4.1 A Word-of-Mouth Marketing Paradigm
130
6.4.2 Insight for Community Marketing
130
6.4.3 Four Drivers of Empowered Involvement
131
6.4.3.1 Meaning
131
6.4.3.2 Impact
131
6.4.3.3 Choice
132
6.4.3.4 Competence
132
6.4.4 Performance Measure
133
7 Outlook
135
7.1 EmI as a Component of a Word-of-Mouth Marketing Strategy
135
7.1.1 Linking Engagement Marketing and Word of Mouth
135
7.1.2 Dialogue and Engagement as a Response to Media Fragmentation
136
7.1.3 Stimulating Empowered Involvement
136
7.1.3.1 Nike Armstrong Bands: Meaning
138
7.1.3.2 Kettle Chips: Impact, Choice and Competence
138
7.1.3.3 Tremor: Impact
138
7.1.3.4 Saftblog: Meaning
139
7.1.3.5 A Basic Empowered Involvement System
139
7.2 Empowered Involvement in the Current Marketing context
141
7.2.1 From Transaction-Orientation to Interaction-Orientation
141
7.2.2 Interaction With a Ripple Effect
142
7.2.3 The Customer As A Co-Worker
143
7.3 Limitations and Further Research
145
7.3.1 Limitations
145
7.3.1.1 Limited Generalisability
145
7.3.1.2 Complete Set of Cognitions, Ways to Stimulate Them
145
7.3.1.3 Complete Analysis of WOM Behaviour
146
7.3.1.4 Difference Awareness-WOM vs. Experience-WOM
146
7.3.1.5 Cross-Cultural Applicability
146
7.3.1.6 Integrating SOR- and Interaction Approaches
147
7.3.2 Further Research: Selection of Participants
147
References
149
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