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Seeding Strategies for Viral Marketing: An Empirical Comparison

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Cited by:

  1. Raghuram Iyengar & Christophe Van den Bulte & Jae Young Lee, 2015. "Social Contagion in New Product Trial and Repeat," Marketing Science, INFORMS, vol. 34(3), pages 408-429, May.
  2. Stolz, Simon & Schlereth, Christian, 2021. "Predicting Tie Strength with Ego Network Structures," Journal of Interactive Marketing, Elsevier, vol. 54(C), pages 40-52.
  3. Liangfei Qiu & Zhan (Michael) Shi & Andrew B. Whinston, 2018. "Learning from Your Friends’ Check-Ins: An Empirical Study of Location-Based Social Networks," Information Systems Research, INFORMS, vol. 29(4), pages 1044-1061, December.
  4. Jiang, Zhong-Yuan & Zeng, Yong & Liu, Zhi-Hong & Ma, Jian-Feng, 2019. "Identifying critical nodes’ group in complex networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 514(C), pages 121-132.
  5. Xingyu Chen & Xing Li & Dai Yao & Zhimin Zhou, 2019. "Seeking the support of the silent majority: are lurking users valuable to UGC platforms?," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 986-1004, November.
  6. Nejad, Mohammad G. & Amini, Mehdi & Babakus, Emin, 2015. "Success Factors in Product Seeding: The Role of Homophily," Journal of Retailing, Elsevier, vol. 91(1), pages 68-88.
  7. Jialing (Catherine) Lin & Zhimin Zhou & Fucheng Zheng & Xinru Jiang & Ninh Nguyen, 2023. "How do hotel star ratings affect the relationship between environmental CSR and green word‐of‐mouth?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(5), pages 2651-2663, September.
  8. Rode, Johannes & Müller, Sven, 2020. "I Spot, I Adopt! Peer Effects and Visibility in Solar Photovoltaic System Adoption of Households," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 119280, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
  9. Peng, Peng & Poon, Jessie P.H. & Yang, Yu & Lu, Feng & Cheng, Shifen, 2019. "Global oil traffic network and diffusion of influence among ports using real time data," Energy, Elsevier, vol. 172(C), pages 333-342.
  10. Matthew Philp & Martin A. Pyle & Laurence Ashworth, 2018. "Risking the self: the impact of self-esteem on negative word-of-mouth behavior," Marketing Letters, Springer, vol. 29(1), pages 101-113, March.
  11. Radu Tanase & Claudio J Tessone & René Algesheimer, 2018. "Identification of influencers through the wisdom of crowds," PLOS ONE, Public Library of Science, vol. 13(7), pages 1-15, July.
  12. Anubhav Mishra & S M Satish, 2016. "eWOM: Extant Research Review and Future Research Avenues," Vikalpa: The Journal for Decision Makers, , vol. 41(3), pages 222-233, September.
  13. Beth L. Fossen & David A. Schweidel, 2019. "Measuring the Impact of Product Placement with Brand-Related Social Media Conversations and Website Traffic," Marketing Science, INFORMS, vol. 38(3), pages 481-499, May.
  14. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
  15. Kulkarni, Kalpak K. & Kalro, Arti D. & Sharma, Dinesh & Sharma, Piyush, 2020. "A typology of viral ad sharers using sentiment analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
  16. Jean J. Gabszewicz & Marco A. Marini & Skerdilajda Zanaj, 2023. "Random encounters and information diffusion about product quality," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 32(2), pages 348-376, April.
  17. Miriam Däs & Julia Klier & Mathias Klier & Georg Lindner & Lea Thiel, 2017. "Customer lifetime network value: customer valuation in the context of network effects," Electronic Markets, Springer;IIM University of St. Gallen, vol. 27(4), pages 307-328, November.
  18. Jaffar Abbas & Jaffar Aman & Mohammad Nurunnabi & Shaher Bano, 2019. "The Impact of Social Media on Learning Behavior for Sustainable Education: Evidence of Students from Selected Universities in Pakistan," Sustainability, MDPI, vol. 11(6), pages 1-23, March.
  19. Oliver Hinz & Martin Spann & Il-Horn Hann, 2015. "Research Note—Can’t Buy Me Love…Or Can I? Social Capital Attainment Through Conspicuous Consumption in Virtual Environments," Information Systems Research, INFORMS, vol. 26(4), pages 859-870, December.
  20. Hu, Hai-hua & Lin, Jun & Qian, Yanjun & Sun, Jian, 2018. "Strategies for new product diffusion: Whom and how to target?," Journal of Business Research, Elsevier, vol. 83(C), pages 111-119.
  21. Li, Pengdeng & Yang, Xiaofan & Yang, Lu-Xing & Xiong, Qingyu & Wu, Yingbo & Tang, Yuan Yan, 2018. "The modeling and analysis of the word-of-mouth marketing," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 493(C), pages 1-16.
  22. Pescher, Christian & Spann, Martin, 2014. "Relevance of actors in bridging positions for product-related information diffusion," Journal of Business Research, Elsevier, vol. 67(8), pages 1630-1637.
  23. Kick, Markus, 2015. "Social Media Research: A Narrative Review," EconStor Preprints 182506, ZBW - Leibniz Information Centre for Economics.
  24. Samadi, Mohammadreza & Nikolaev, Alexander & Nagi, Rakesh, 2016. "A subjective evidence model for influence maximization in social networks," Omega, Elsevier, vol. 59(PB), pages 263-278.
  25. Che-Wei Liu & Guodong (Gordon) Gao & Ritu Agarwal, 2019. "Unraveling the “Social” in Social Norms: The Conditioning Effect of User Connectivity," Information Systems Research, INFORMS, vol. 30(4), pages 1272-1295, April.
  26. Pescher, Christian & Reichhart, Philipp & Spann, Martin, 2014. "Consumer Decision-making Processes in Mobile Viral Marketing Campaigns," Journal of Interactive Marketing, Elsevier, vol. 28(1), pages 43-54.
  27. Daniel Belanche & Marta Flavián & Alfredo Pérez-Rueda, 2020. "Mobile Apps Use and WOM in the Food Delivery Sector: The Role of Planned Behavior, Perceived Security and Customer Lifestyle Compatibility," Sustainability, MDPI, vol. 12(10), pages 1-21, May.
  28. Mauricio Herrera & Guillermo Armelini & Erica Salvaj, 2015. "Understanding Social Contagion in Adoption Processes Using Dynamic Social Networks," PLOS ONE, Public Library of Science, vol. 10(10), pages 1-25, October.
  29. Thomas Chesney, 2017. "The Cascade Capacity Predicts Individuals to Seed for Diffusion Through Social Networks," Systems Research and Behavioral Science, Wiley Blackwell, vol. 34(1), pages 51-61, January.
  30. Ebbes, Peter & Huang, Zan & Rangaswamy, Arvind, 2016. "Sampling designs for recovering local and global characteristics of social networks," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 578-599.
  31. Moldovan, Sarit & Steinhart, Yael & Lehmann, Donald R., 2019. "Propagators, Creativity, and Informativeness: What Helps Ads Go Viral," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 102-114.
  32. Alireza Mansouri & Fattaneh Taghiyareh, 2020. "Phase Transition in the Social Impact Model of Opinion Formation in Scale-Free Networks: The Social Power Effect," Journal of Artificial Societies and Social Simulation, Journal of Artificial Societies and Social Simulation, vol. 23(2), pages 1-3.
  33. Gensler, Sonja & Völckner, Franziska & Liu-Thompkins, Yuping & Wiertz, Caroline, 2013. "Managing Brands in the Social Media Environment," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 242-256.
  34. Rodolfo Baggio, 2011. "The Mechanism for Spreading Online Reputation," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 4(2), pages 5-13.
  35. Siqueira, Jose Ribamar & ter Horst, Enrique & Molina, German & Losada, Mauricio & Mateus, Marelby Amado, 2020. "A Bayesian examination of the relationship of internal and external touchpoints in the customer experience process across various service environments," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
  36. Yessy Artanti & Widyastuti Widyastuti & Monika Tiarawati & Agus Frianto, 2021. "Online Knowledge Sharing Behavior Through Social Media As A Driver For Online Shopping Behavior During The Covid-19 Pandemic," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(2), pages 19-35, June.
  37. Tran, Gina A. & Strutton, David, 2020. "Comparing email and SNS users: Investigating e-servicescape, customer reviews, trust, loyalty and E-WOM," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
  38. Chang, Yu-Ting & Yu, Hueiju & Lu, Hsi-Peng, 2015. "Persuasive messages, popularity cohesion, and message diffusion in social media marketing," Journal of Business Research, Elsevier, vol. 68(4), pages 777-782.
  39. Jean J. Gabszewicz & Marco A. Marini & Skerdilajda Zanaj, 2017. "Random Encounters and Information Diffusion about Markets," DEM Discussion Paper Series 17-24, Department of Economics at the University of Luxembourg.
  40. Ni, Chengzhang & Yang, Jun & Kong, Demei, 2020. "Sequential seeding strategy for social influence diffusion with improved entropy-based centrality," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 545(C).
  41. Muller, Eitan & Peres, Renana, 2019. "The effect of social networks structure on innovation performance: A review and directions for research," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 3-19.
  42. Jarosław Jankowski & Magdalena Zioło & Artur Karczmarczyk & Jarosław Wątróbski, 2017. "Towards Sustainability in Viral Marketing with User Engaging Supporting Campaigns," Sustainability, MDPI, vol. 10(1), pages 1-12, December.
  43. Tavasoli, Ali & Shakeri, Heman & Ardjmand, Ehsan & Young, William A., 2021. "Incentive rate determination in viral marketing," European Journal of Operational Research, Elsevier, vol. 289(3), pages 1169-1187.
  44. Shehu, Edlira & Bijmolt, Tammo H.A. & Clement, Michel, 2016. "Effects of Likeability Dynamics on Consumers' Intention to Share Online Video Advertisements," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 27-43.
  45. Lili Wang & Zoey Chen, 2022. "The effect of incentive structure on referral: the determining role of self-construal," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 1091-1110, September.
  46. Jie Gu & Yunjie Xu, 2022. "Battle of positioning: exploring the role of bridges in competitive diffusion," Journal of Computational Social Science, Springer, vol. 5(1), pages 319-350, May.
  47. 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).
  48. Wakefield, Lane T. & Bennett, Gregg, 2018. "Sports fan experience: Electronic word-of-mouth in ephemeral social media," Sport Management Review, Elsevier, vol. 21(2), pages 147-159.
  49. K. Sudhir & Seung Yoon Lee & Subroto Roy, 2021. "Lookalike Targeting on Others' Journeys: Brand Versus Performance Marketing," Cowles Foundation Discussion Papers 2302R, Cowles Foundation for Research in Economics, Yale University, revised Jun 2022.
  50. Anja Lambrecht & Catherine Tucker & Caroline Wiertz, 2018. "Advertising to Early Trend Propagators: Evidence from Twitter," Marketing Science, INFORMS, vol. 37(2), pages 177-199, March.
  51. Eelen, Jiska & Özturan, Peren & Verlegh, Peeter W.J., 2017. "The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand," International Journal of Research in Marketing, Elsevier, vol. 34(4), pages 872-891.
  52. Sinan Aral & Dylan Walker, 2014. "Tie Strength, Embeddedness, and Social Influence: A Large-Scale Networked Experiment," Management Science, INFORMS, vol. 60(6), pages 1352-1370, June.
  53. Artur Karczmarczyk & Jarosław Jankowski & Jarosław Wątróbski, 2018. "Multi-criteria decision support for planning and evaluation of performance of viral marketing campaigns in social networks," PLOS ONE, Public Library of Science, vol. 13(12), pages 1-32, December.
  54. Hinz, Oliver & Schulze, Christian & Takac, Carsten, 2014. "New product adoption in social networks: Why direction matters," Journal of Business Research, Elsevier, vol. 67(1), pages 2836-2844.
  55. Alexei Parakhonyak & Nick Vikander, 2019. "Optimal Sales Schemes for Network Goods," Management Science, INFORMS, vol. 65(2), pages 819-841, February.
  56. Subrahmanyam Aditya Karanam & Ashish Agarwal & Anitesh Barua, 2023. "Design for Social Sharing: The Case of Mobile Apps," Information Systems Research, INFORMS, vol. 34(2), pages 721-743, June.
  57. Fine F. Leung & Flora F. Gu & Robert W. Palmatier, 2022. "Online influencer marketing," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 226-251, March.
  58. Jalali, Nima Y. & Papatla, Purushottam, 2019. "Composing tweets to increase retweets," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 647-668.
  59. Chen, Zhen-Yu & Fan, Zhi-Ping & Sun, Minghe, 2019. "Individual-level social influence identification in social media: A learning-simulation coordinated method," European Journal of Operational Research, Elsevier, vol. 273(3), pages 1005-1015.
  60. Sarah Gelper & Ralf van der Lans & Gerrit van Bruggen, 2021. "Competition for Attention in Online Social Networks: Implications for Seeding Strategies," Management Science, INFORMS, vol. 67(2), pages 1026-1047, February.
  61. Zhang, Honghong & Fam, Kim-Shyan & Goh, Tiong-Thye & Dai, Xin, 2018. "When are influentials equally influenceable? The strength of strong ties in new product adoption," Journal of Business Research, Elsevier, vol. 82(C), pages 160-170.
  62. Beatrice Nöldeke & Etti Winter & Ulrike Grote, 2020. "Seed Selection Strategies for Information Diffusion in Social Networks: An Agent-Based Model Applied to Rural Zambia," Journal of Artificial Societies and Social Simulation, Journal of Artificial Societies and Social Simulation, vol. 23(4), pages 1-9.
  63. Yaniv Dover & Jacob Goldenberg & Daniel Shapira, 2012. "Network Traces on Penetration: Uncovering Degree Distribution from Adoption Data," Marketing Science, INFORMS, vol. 31(4), pages 689-712, July.
  64. K. Sudhir & Seung Yoon Lee & Subroto Roy, 2021. "Lookalike Targeting on Others' Journeys: Brand Versus Performance Marketing," Cowles Foundation Discussion Papers 2302, Cowles Foundation for Research in Economics, Yale University.
  65. Fred Feinberg & Elizabeth Bruch & Michael Braun & Brett Hemenway Falk & Nina Fefferman & Elea McDonnell Feit & John Helveston & Daniel Larremore & Blakeley B. McShane & Alice Patania & Mario L. Small, 2020. "Choices in networks: a research framework," Marketing Letters, Springer, vol. 31(4), pages 349-359, December.
  66. Xiao, Yu & Liu, Liangliang, 2024. "How does information competition affect new product diffusion? Insights from computational experiments," Journal of Business Research, Elsevier, vol. 183(C).
  67. Moldovan, Sarit & Shoham, Meyrav & Steinhart, Yael, 2023. "Sending mixed signals: How congruent versus incongruent signals of popularity affect product appeal," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 881-897.
  68. Inyoung Chae & Andrew T. Stephen & Yakov Bart & Dai Yao, 2017. "Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns," Marketing Science, INFORMS, vol. 36(1), pages 89-104, January.
  69. Meyners, Jannik & Barrot, Christian & Becker, Jan U. & Bodapati, Anand V., 2017. "Reward-scrounging in customer referral programs," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 382-398.
  70. Wang, Feng & Zhang, Xueting & Chen, Man & Zeng, Wei & Cao, Rong, 2022. "The influential paradox: Brand and deal content sharing by influencers in friendship networks," Journal of Business Research, Elsevier, vol. 150(C), pages 503-514.
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  72. Irina Heimbach & Oliver Hinz, 2018. "The Impact of Sharing Mechanism Design on Content Sharing in Online Social Networks," Information Systems Research, INFORMS, vol. 29(3), pages 592-611, September.
  73. Jansen, Nora & Hinz, Oliver, 2022. "Inferring opinion leadership from digital footprints," Journal of Business Research, Elsevier, vol. 139(C), pages 1123-1137.
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  75. Armelini, Guillermo & Barrot, Christian & Becker, Jan U., 2015. "Referral programs, customer value, and the relevance of dyadic characteristics," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 449-452.
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  78. Vahideh Manshadi & Sidhant Misra & Scott Rodilitz, 2020. "Diffusion in Random Networks: Impact of Degree Distribution," Operations Research, INFORMS, vol. 68(6), pages 1722-1741, November.
  79. Ouidade Sabri, 2017. "Does Viral Communication Context Increase the Harmfulness of Controversial Taboo Advertising?," Journal of Business Ethics, Springer, vol. 141(2), pages 235-247, March.
  80. Busca, Laurent & Bertrandias, Laurent, 2020. "A Framework for Digital Marketing Research: Investigating the Four Cultural Eras of Digital Marketing," Journal of Interactive Marketing, Elsevier, vol. 49(C), pages 1-19.
  81. Abhijit Banerjee & Arun G. Chandrasekhar & Suresh Dalpath & Esther Duflo & John Floretta & Matthew O. Jackson & Harini Kannan & Francine N. Loza & Anirudh Sankar & Anna Schrimpf & Maheshwor Shrestha, 2021. "Selecting the Most Effective Nudge: Evidence from a Large-Scale Experiment on Immunization," NBER Working Papers 28726, National Bureau of Economic Research, Inc.
  82. Fangfang Li & Jorma Larimo & Leonidas C. Leonidou, 2021. "Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 51-70, January.
  83. Bettina Lis, 2013. "In eWOM We Trust," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 5(3), pages 129-140, June.
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  93. Heike M. Wolters & Christian Schulze & Karen Gedenk, 2020. "Referral Reward Size and New Customer Profitability," Marketing Science, INFORMS, vol. 39(6), pages 1166-1180, November.
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  96. Zhu, Xuening & Chang, Xiangyu & Li, Runze & Wang, Hansheng, 2019. "Portal nodes screening for large scale social networks," Journal of Econometrics, Elsevier, vol. 209(2), pages 145-157.
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  98. Wen, Xiaohan (Hannah) & Kim, Shinhye & Bowen, Melanie, 2023. "Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success," Journal of Business Research, Elsevier, vol. 156(C).
  99. Amy Pei & Dina Mayzlin, 2022. "Influencing Social Media Influencers Through Affiliation," Marketing Science, INFORMS, vol. 41(3), pages 593-615, May.
  100. Keeling, Kathleen A. & McGoldrick, Peter J. & Sadhu, Henna, 2013. "Staff Word-of-Mouth (SWOM) and retail employee recruitment," Journal of Retailing, Elsevier, vol. 89(1), pages 88-104.
  101. Alexandru Topîrceanu, 2022. "Benchmarking Cost-Effective Opinion Injection Strategies in Complex Networks," Mathematics, MDPI, vol. 10(12), pages 1-16, June.
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  105. Moldovan, Sarit & Muller, Eitan & Richter, Yossi & Yom-Tov, Elad, 2017. "Opinion leadership in small groups," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 536-552.
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  107. Nejad, Mohammad G. & Amini, Mehdi & Sherrell, Daniel L., 2016. "The profit impact of revenue heterogeneity and assortativity in the presence of negative word-of-mouth," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 656-673.
  108. Petrescu, Maria & O’Leary, Kathleen & Goldring, Deborah & Ben Mrad, Selima, 2018. "Incentivized reviews: Promising the moon for a few stars," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 288-295.
  109. Alex Chin & Dean Eckles & Johan Ugander, 2022. "Evaluating Stochastic Seeding Strategies in Networks," Management Science, INFORMS, vol. 68(3), pages 1714-1736, March.
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