Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns
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چکیده
منابع مشابه
Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns
Seeded marketing campaigns (SMCs) involve firms sending product samples to selected customers and encouraging them to spread word of mouth (WOM). Prior research has examined certain aspects of this increasingly popular form of marketing communication, such as seeding strategies and their immediate efficacy. Building on prior research, this study investigates the effects of SMCs that extend beyo...
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The word-of-raouth effect — the interaction between current and prospective product users — has an important impact on the sales of many products. A mathematical model is developed which explicitly incorporates such an effect. Procedures for estimating the parameters of the model are developed and data for two ethical drugs are used to validate the model. The model is used to develop marketing ...
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The key to word-of-mouth marketing is to discover the potential influential nodes for efficiently spreading product impressions. In this paper, a framework combined with mining techniques, a modified PMI measure, and an adaptive RFM model is proposed to evaluate the influential power of online reviewers. An artificial neural network is adopted to identify the target reviewers and a well-develop...
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This paper proposes a research agenda for studying factors that may affect marketing effectiveness in the context of online communities. Findings of prior studies are synthesized into a more comprehensive review of the state of the art of research on word of mouth marketing through online social networks. Based on the review, we propose a research model that incorporates both network and indivi...
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As a result different aims were drawn; the initial aim of this research is to study the attention of the customers in word of mouth to power their online purchasing activities. The next aim is to analyze the people influenced by interest of word of mouth. The following aim is to examine the marketing behavior bearing in mind the internet progress and word of mouth, their consideration for word ...
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ژورنال
عنوان ژورنال: SSRN Electronic Journal
سال: 2015
ISSN: 1556-5068
DOI: 10.2139/ssrn.2676047