Seeding Strategies for Viral Marketing: An Empirical Comparison

Hinz, Oliver; Skiera, Bernd; Barrot, Christian; Becker, J.

doi:10.1509/jm.10.0088

Cited by 533 publications

(463 citation statements)

References 46 publications

(60 reference statements)

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“…Given companies' intention to expand customer relationships and to increase customer revenues, WOM affects not only the sales of other customers (Chevalier and Mayzlin 2006;Hinz et al 2011) but also the sales of the senders, repeat purchases, or additional purchases through up-or cross-selling (Kumar et al 2010;Armelini et al 2015). Up-or cross-selling in the mobile phone context could involve extended talk or data plans, hardware, or auxiliary services (e.g., Company: ''Upgrade your data plan and get 1 GB data free!'').…”

Section: Conceptual Backgroundmentioning

confidence: 99%

The effect of social media interactions on customer relationship management

Maecker

Barrot

Becker

2016

Bus Res

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In recent years, social media have become a popular channel through which customers and companies can interact. However, companies struggle to assess whether their investments in establishing and maintaining brand pages in social media actually meet their high expectations with respect to developing and retaining customers. Based on three empirical studies, the authors explore the role of interactions through corporate social media channels, such as Facebook brand pages, in customer relationship management. The results indicate that social media interactions indeed ease the upselling efforts and reduce the risk of churn. These positive effects offset the observed increases with regard to the number of service requests and the higher overall service cost. Thus, we ultimately find customers who interact with the brand on social media to be more profitable.

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Section: Conceptual Backgroundmentioning

confidence: 99%

The effect of social media interactions on customer relationship management

Maecker

Barrot

Becker

2016

Bus Res

Self Cite

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“…DOI: http://dx.doi.org/10.1108/JRME-07-2015-0039 (Bjerke & Hultman, 2002). Some entrepreneurial marketing tactics include word of mouth marketing (Keller, 2007), viral marketing (Hinz, Skiera, Barrot, & Becker, 2011) and buzz marketing (Hausmann, 2012;Thomas, 2004). While analysing the marketing practices of successful entrepreneurs, Stokes (2000) found that they tend to serve a small base of customers and expand based on resource availability.…”

Section: Literature Reviewmentioning

confidence: 99%

Bricolage in the marketing efforts of a social enterprise

Kannampuzha

Suoranta

2016

JRME

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Structured AbstractPurpose -The article aims to understand how resource constraints are addressed in the development of a marketing strategy by a social enterprise.Methodology -The authors have used an in-depth case study of collaboration between a Finnish university and an Indian social enterprise as the methodology for our research in which the data were collected over a period of two years. The data involve semi-structured interviews, field notes and student reports.Findings -The authors propose bricolage as a method of marketing ingenuity in resource-constrained social enterprises. Network bricolage and entrepreneurship education bricolage were identified as two mechanisms adopted to address resource constraints in the early stage of the development of a social enterprise.Research limitations/ implications -Network bricolage is a type of bricolage in which an entrepreneur utilizes existing personal and professional networks as a resource at hand. Whereas networking and resource leveraging imply that the founders of an organization pursue resources from previously unknown people, network bricolage involves already known contacts of the entrepreneur. Further studies need to be conducted to test the applicability of network bricolage among a variety of small and medium-sized enterprises and start-ups. Bricolage could be explored in more detail as an alternative to resource leveraging to understand the marketing activities of social businesses in their initial stages.Practical implications -Another type of bricolage that the authors observed was entrepreneurship education bricolage. A combination of students, business mentors and university resources such as faculty members was utilized as an ingenuity mechanism to develop creative solutions for a shortage of marketing resources.Originality/value -The theoretical framework of entrepreneurial bricolage is applied in the context of the marketing of a social enterprise.

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“…Before abandoning emails to customers and jumping on the next bandwagon of electronic communication method, e-tailers should consider using each form of communication as a way of targeting consumers. In particular, seeding strategies may focus on well-connected consumers within the social networks (Hinz et al 2011). Organizations should implement programs to better understand different forms of social networking to enhance their seeding strategies in order to maximize E-WOM.…”

Section: Managerial Contributionsmentioning

confidence: 99%

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

Tran

Strutton

2016

Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

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titles.Old Spice cleverly used a handsome actor to play the Old Spice Man character for a Super Bowl commercial in 2010. After the game, this Old Spice commercial was viewed more than 13 million times on YouTube, a social media video-sharing site. This viral marketing campaign, also known as electronic word-of-mouth (E-WOM), propelled the Old Spice brand into the forefront of consumers' minds, increased brand awareness, and inspired people to share the video links with their family, friends, and co-workers.The rapid growth of E-WOM is an indication of consumers' increased willingness to convey marketing messages to others. However, despite this development, marketing academics and practitioners do not fully understand this powerful form of marketing. This dissertation enriches our understanding of E-WOM and how e-servicescape may lead to E-WOM. To that end, stimulus-organism-response theory and the network co-production model of E-WOM are applied to investigate the relationships between e-servicescape, trust, E-WOM intentions, customer loyalty, and purchase intentions. Two forms of E-WOM were examined, namely emails and social network postings. E-servicescape is defined as the online environmental factors of a marketer's website. E-servicescape is composed of three main dimensions, including aesthetic appeal, financial security, and layout and functionality. This study used cross-sectional customer data from a single e-tailer. Structural equation modeling was used to analyze the responses. Customer reviews was added as an additional subdimension of e-servicescape. The findings suggest e-servicescape positively impacts trust, which in turn positively influences E-WOM and customer loyalty. Moreover, two groups of customers were compared using multi-group analysis, where one group of users received emails and the other group received social network postings from the same e-tailer. Overall, the results indicated emails had a stronger impact on e-servicescape, E-WOM, and customer loyalty. Social networking site postings had slightly greater influence on trust, and two sub-dimensions of eservicescape, i.e., interactivity and ease of payment.These findings contribute to the marketing research on E-WOM theory and electronic commerce shopping behavior. In particular, the sub-dimension of customer reviews is added to e-servicescape. This study yields practical implications for marketers in understanding consumers' perceptions of websites and how to better design sites. In addition, these findings add to knowledge on how to engender consumers' trust and customer loyalty online. Finally, this research provides suggestions for firms wanting to create marketing campaigns that will lead to E-WOM. Overview of E-WOM E-WOM is defined as "forwarding actions through email, instant messaging or other communication media that are of high 'addressability'" (Ho and Dempsey 2010, p. 1000). E-WOM communication is traditional word-of-mouth (WOM) behavior evolved and adapted to electronic media, where individuals often convey messages in...

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Seeding Strategies for Viral Marketing: An Empirical Comparison

Cited by 533 publications

References 46 publications

The effect of social media interactions on customer relationship management

The effect of social media interactions on customer relationship management

Bricolage in the marketing efforts of a social enterprise

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

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