The DOI matches its Crossref record; 9 of the 9 references it cites were found in a registry or an index.
Seeding Strategies for Viral Marketing: An Empirical Comparison
Open accessAbstract
Seeding strategies have strong influences on the success of viral marketing campaigns, but previous studies using computer simulations and analytical models have produced conflicting recommendations about the optimal seeding strategy. This study compares four seeding strategies in two complementary small-scale field experiments, as well as in one real-life viral marketing campaign involving more than 200,000 customers of a mobile phone service provider. The empirical results show that the best seeding strategies can be up to eight times more successful than other seeding strategies. Seeding to well-connected people is the most successful approach because these attractive seeding points are more likely to participate in viral marketing campaigns. This finding contradicts a common assumption in other studies. Well-connected people also actively use their greater reach but do not have more influence on their peers than do less well-connected people.
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Citations
Cites
A Theory of Cognitive Dissonance
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“The latter finding aligns with cognitive dissonance theory, in that these customers might communicate shortly after their purchase decision to reduce dissonance (Festinger 1957).”
Zero-Inflated Poisson Regression, with an Application to Defects in Manufacturing
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Opinion Leadership and Social Contagion in New Product Diffusion
Iyengar, R., Van den Bulte, C., & Valente, T. W. (2011) · Marketing Science · doi:10.1287/mksc.1100.0566 · Cited by 996
A multi-stage model of word-of-mouth influence through viral marketing
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Firm-Created Word-of-Mouth Communication: Evidence from a Field Test
Godes, D., & Mayzlin, D. (2009) · Marketing Science · doi:10.1287/mksc.1080.0444 · Cited by 837 · cited 1×
“As long as the social contagion occurs at the awareness stage through simple information transfer, hubs are not more persuasive than other nodes (Godes and Mayzlin 2009; Iyengar, Van den Bulte, and Valente 2011).”
BackgroundWhat Drives Immediate and Ongoing Word of Mouth?
Berger, J., & Schwartz, E. M. (2011) · Journal of Marketing Research · doi:10.1509/jmkr.48.5.869 · Cited by 663
Referral Programs and Customer Value
Schmitt, P., Skiera, B., & Van den Bulte, C. (2011) · Journal of Marketing · doi:10.1509/jm.75.1.46 · Cited by 455 · cited 2×
“In addition, from a marketing perspective, it would be useful to intensify research regarding the effects of incentives, as we find their impact to be quite significant in Study 1 (e.g., Schmitt, Skiera, and van den Bulte 2011; Aral, Munchnik, and Sundararajan 2011).”
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Referral Programs and Customer Value
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Self-citationSalo, J. (2017) · Industrial Marketing Management · doi:10.1016/j.indmarman.2017.07.013 · Cited by 190
Belanche, D., Flavián, M., & Pérez-Rueda, A. (2020) · Sustainability · doi:10.3390/su12104275 · Cited by 187
Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns
Chae, I., Stephen, A. T., Bart, Y., & Yao, D. (2017) · Marketing Science · doi:10.1287/mksc.2016.1001 · Cited by 135
How Customer Referral Programs Turn Social Capital into Economic Capital
Van Den Bulte, C., Bayer, E., Skiera, B., & Schmitt, P. (2018) · Journal of Marketing Research · doi:10.1509/jmr.14.0653 · Cited by 110
Self-citationReferral Reward Size and New Customer Profitability
Wolters, H. M., Schulze, C., & Gedenk, K. (2020) · Marketing Science · doi:10.1287/mksc.2020.1242 · Cited by 52
Can Reward Uncertainty Encourage Social Referrals? Evidence from a Large-Scale Field Experiment
Li, A. T., Belo, R., & Li, T. (2026) · Management Science · doi:10.1287/mnsc.2024.05685 · Cited by 2
Metadata
- Authors
- Hinz, O., Skiera, B., Barrot, C., & Becker, J. U.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2011-11
- Volume
- 75
- Issue
- 6
- Pages
- 55-71
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2113355860
- Cited by
- 672
- References
- 9
- FWCI
- 136.09
- Type
- journal article
- Language
- en
- Open access
- green
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