Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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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 -