Lans, Ralf van der; Bruggen, Gerrit van; Eliashberg, … - In: Marketing Science 29 (2010) 2, pp. 348-365
In a viral marketing campaign, an organization develops a marketing message and encourages customers to forward this message to their contacts. Despite its increasing popularity, there are no models yet that help marketers to predict how many customers a viral marketing campaign will reach and...
