Advocracy - Harnessing the power of the consumer
Creating a marketing program to encourage online and offline advocacy

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Author(s): Stephen Phillips, Catherine Willis
Collection: Congress 2010 - The changing face of market research
Keywords: In-Depth Interviews, Focus Groups, Customer Satisfaction Studies, Brand Research

ESOMAR Congress 2010 Award Nominee - Best Case History
ESOMAR Congress 2010 Award Nominee - Best Methodological Paper
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This paper illustrates a new and more robust model for advocacy in the multi-media age. Building upon previous models, the authors identify the different variables that create advocacy and show how to engage people at both the category and brand level. Using a case study for LG Electronics the authors demonstrate how to identify, engage and empower people to work for our brand.



Date of publication: 15.09.2010
ISBN: 92-831-0244-4
Order Code: 53343_10
Number of pages: 22

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