The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index.
Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site
Open accessAbstract
The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic invitations from existing members, outbound WOM can be precisely tracked. Along with traditional marketing, WOM can then be linked to the number of new members subsequently joining the site (sign-ups). Because of the endogeneity among WOM, new sign-ups, and traditional marketing activity, the authors employ a vector autoregressive (VAR) modeling approach. Estimates from the VAR model show that WOM referrals have substantially longer carryover effects than traditional marketing actions and produce substantially higher response elasticities. Based on revenue from advertising impressions served to a new member, the monetary value of a WOM referral can be calculated; this yields an upper-bound estimate for the financial incentives the firm might offer to stimulate WOM.
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Cites
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Granger, C. W. J. (1969) · Econometrica · doi:10.2307/1912791 · Cited by 22,989
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Kwiatkowski, D., Phillips, P. C. B., Schmidt, P., & Shin, Y. (1992) · Journal of Econometrics · doi:10.1016/0304-4076(92)90104-y · Cited by 12,633
The Effect of Word of Mouth on Sales: Online Book Reviews
Chevalier, J. A., & Mayzlin, D. (2006) · Journal of Marketing Research · doi:10.1509/jmkr.43.3.345 · Cited by 6,003
A multi-stage model of word-of-mouth influence through viral marketing
De Bruyn, A., & Lilien, G. L. (2008) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2008.03.004 · Cited by 906
The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth
Villanueva, J., Yoo, S., & Hanssens, D. M. (2008) · Journal of Marketing Research · doi:10.1509/jmkr.45.1.48 · Cited by 559
Cited by
de Vries, L., Gensler, S., & Leeflang, P. S. H. (2012) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2012.01.003 · Cited by 2,060
The future of social media in marketing
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00695-1 · Cited by 1,893
“For example, work by Trusov et al.”
BackgroundWord of mouth and interpersonal communication: A review and directions for future research
Berger, J. (2014) · Journal of Consumer Psychology · doi:10.1016/j.jcps.2014.05.002 · Cited by 1,469
Ashley, C., & Tuten, T. (2015) · Psychology & Marketing · doi:10.1002/mar.20761 · Cited by 1,462
Undervalued or overvalued customers: Capturing total customer engagement value
Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010) · Journal of Service Research · doi:10.1177/1094670510375602 · Cited by 1,382
Metadata
- Authors
- Trusov, M., Bucklin, R. E., & Pauwels, K.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2009-09
- Volume
- 73
- Issue
- 5
- Pages
- 90-102
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2111995023
- Cited by
- 2,451
- References
- 5
- FWCI
- 316.95
- Type
- journal article
- Language
- en
- Open access
- green
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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