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

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Revisiting firm-created word of mouth : High-value versus low-value seed selection. / Dost, Florian; Sievert, Jens; Kassim, David.

In: International Journal of Research in Marketing, Vol. 33, No. 1, 03.2016, p. 236-239.

Research output: Contribution to Journal/MagazineJournal articlepeer-review

Harvard

Dost, F, Sievert, J & Kassim, D 2016, 'Revisiting firm-created word of mouth: High-value versus low-value seed selection', International Journal of Research in Marketing, vol. 33, no. 1, pp. 236-239. https://doi.org/10.1016/j.ijresmar.2016.01.002

APA

Dost, F., Sievert, J., & Kassim, D. (2016). Revisiting firm-created word of mouth: High-value versus low-value seed selection. International Journal of Research in Marketing, 33(1), 236-239. https://doi.org/10.1016/j.ijresmar.2016.01.002

Vancouver

Dost F, Sievert J, Kassim D. Revisiting firm-created word of mouth: High-value versus low-value seed selection. International Journal of Research in Marketing. 2016 Mar;33(1):236-239. Epub 2016 Jan 19. doi: 10.1016/j.ijresmar.2016.01.002

Author

Dost, Florian ; Sievert, Jens ; Kassim, David. / Revisiting firm-created word of mouth : High-value versus low-value seed selection. In: International Journal of Research in Marketing. 2016 ; Vol. 33, No. 1. pp. 236-239.

Bibtex

@article{8b085d9bcabc410489ed49ca19c43c86,
title = "Revisiting firm-created word of mouth: High-value versus low-value seed selection",
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.",
keywords = "Product seeding, Word-of-mouth marketing , Replication",
author = "Florian Dost and Jens Sievert and David Kassim",
year = "2016",
month = mar,
doi = "10.1016/j.ijresmar.2016.01.002",
language = "English",
volume = "33",
pages = "236--239",
journal = "International Journal of Research in Marketing",
issn = "0167-8116",
publisher = "Elsevier",
number = "1",

}

RIS

TY - JOUR

T1 - Revisiting firm-created word of mouth

T2 - High-value versus low-value seed selection

AU - Dost, Florian

AU - Sievert, Jens

AU - Kassim, David

PY - 2016/3

Y1 - 2016/3

N2 - 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.

AB - 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.

KW - Product seeding

KW - Word-of-mouth marketing

KW - Replication

U2 - 10.1016/j.ijresmar.2016.01.002

DO - 10.1016/j.ijresmar.2016.01.002

M3 - Journal article

VL - 33

SP - 236

EP - 239

JO - International Journal of Research in Marketing

JF - International Journal of Research in Marketing

SN - 0167-8116

IS - 1

ER -