Revisiting firm-created word of mouth:High-value versus low-value seed selection

Dost, Florian and Sievert, Jens and Kassim, David (2016) Revisiting firm-created word of mouth:High-value versus low-value seed selection. International Journal of Research in Marketing, 33 (1). pp. 236-239. ISSN 0167-8116

Full text not available from this repository.

Abstract

A field test similar to Godes and Mayzlin's (2009) conceptually replicates the sales effect of word-of-mouth campaigns and empirically confirms Haenlein and Libai's (2013) findings that seeds with high value to the brand are preferred among noncustomers of the product because they show the largest effect on incremental sales. Seeds with low value to the brand, as in Godes and Mayzlin's study, may be preferred if marketers are limited to work with product customers only. Additionally, those peers that are unaware of the campaign product, but have bought the brand in the past are mainly responsible for incremental sales.

Item Type:
Journal Article
Journal or Publication Title:
International Journal of Research in Marketing
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/1400/1406
Subjects:
ID Code:
87710
Deposited By:
Deposited On:
12 Sep 2017 12:22
Refereed?:
Yes
Published?:
Published
Last Modified:
07 Jan 2020 05:33