Titlebook: Ripple Effect; How Empowered Involv Martin Oetting Book 2009 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2009 Empowerment

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2628-2038 e 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

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Word of Mouth Research Traditions, the field of political communications. Only a few years later, an early marketing-driven study analysed the way communication about innovations spread among neighbours. The following paragraphs provide an introduction to these early studies.

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Empowered Involvement,iness research which have dealt with the idea of empowerment. We will then proceed by briefly discussing a major milestone in the conceptualisation of empowerment – the change from a relational to a motivational construct. Next, we will present Spreitzer’s (1995) approach to measuring empowerment, i

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