Creating social contagion through firm-mediated message design : evidence from a randomized field experiment
Tianshu Sun, Siva Viswanathan, Elena Zheleva
| Year of publication: |
2021
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| Authors: | Sun, Tianshu ; Viswanathan, Siva ; Zheleva, Elena |
| Published in: |
Management science : journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0025-1909, ZDB-ID 206345-1. - Vol. 67.2021, 2, p. 808-827
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| Subject: | randomized field experiment | social contagion | online word of mouth | observational learning | referrals | Virales Marketing | Viral marketing | Experiment | Feldforschung | Field research | Soziale Beziehungen | Social relations | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Ansteckungseffekt | Contagion effect |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mnsc.2020.3581 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012505278