Promotional tactics for online viral marketing campaigns : how scarcity and personalization affect seed stage referrals
Year of publication: |
November 2015
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Authors: | Koch, Oliver Francis ; Benlian, Alexander |
Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 32.2015, p. 37-52
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Subject: | Viral marketing | Word of mouth | Referral behavior | Online promotional campaigns | Scarcity | Personalization | Offer value | Consumer gratitude | Social capital | Randomized field study | Virales Marketing | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Sozialkapital | Verkaufsförderung | Sales promotion | Social Web | Social web |
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