Advocracy - Harnessing the power of the consumer

Date of publication: September 15, 2010

Abstract:

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.

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