Spillover effects in seeded word-of-mouth marketing campaigns
Year of publication: |
January-February 2017
|
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Authors: | Chae, Inyoung ; Stephen, Andrew T. ; Bart, Yakov ; Yao, Dai |
Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 36.2017, 1, p. 89-104
|
Subject: | advertising | word-of-mouth | econometrics | social media | influencers | seeding | viral marketing | Virales Marketing | Viral marketing | Social Web | Social web | Online-Marketing | Internet marketing | Spillover-Effekt | Spillover effect | Influencer | Werbung | Advertising | Marketingmanagement | Marketing management | Saatgut | Seed | Werbewirkung | Advertising effects |
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