The customer advocate and the customer saboteur : linking social word-of-mouth, brand impression, and stakeholder behavior / Michael W. Lowenstein.

Incluye bibliografía (p. 337-347).

What are customer advocacy and customer sabotage (aka ´badvocacy´)? -- The history of customer advocacy and sabotage -- The importance of experience, authenticity, and trust in customer advocacy -- The business case for creating customer advocacy (and eliminating the potential negative impact of alienation and sabotage) -- Measuring and monetizing customer advocacy -- Recommendation and referral: the hype and the reality of ´one number´ -- The other side of the coin: negative work-of-mouth, and customer alienation and sabotage -- Intersecting inside-out and outside-in customer advocacy -- How do companies create higher levels of customer advocacy using informal social communication? -- Advertising versus social word-of-mouth and advocacy -- Employee advocacy (ambassadorship) and linkage to customer attitudes and behavior -- Are we there yet? Focus on relationships, online/off-line social media influence, and clouds.