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Designing profitable seeding Programs: The effects of social network properties and consumer homophily

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  • Nejad, Mohammad G.
  • Amini, Mehdi

Abstract

This study explores the main and interaction effects of consumer social network properties and homophily on the profit impact of seeding programs. Social network properties capture the topology of the connections between consumers, while homophily captures the degree to which consumers share similar attributes with their social connections.

Suggested Citation

  • Nejad, Mohammad G. & Amini, Mehdi, 2024. "Designing profitable seeding Programs: The effects of social network properties and consumer homophily," Journal of Business Research, Elsevier, vol. 173(C).
    • Handle: RePEc:eee:jbrese:v:173:y:2024:i:c:s014829632300855x
    DOI: 10.1016/j.jbusres.2023.114496
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