The Role of Targeted Communication and Contagion in Product Adoption

By Puneet Manchanda, Ying Xie, Nara Youn. Marketing science (Providence, R.I.), 2008

322 citations recorded by the source corpus.

Subfields: Management Science and Operations Research, Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/58d30dae999cf66f87af54d36d9a38c8a3c65c57

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Citations in the corpus

Peer Effects in the Diffusion of Solar Photovoltaic Panels (2012, methodology): “1990, 1995) and more recently in numerous studies using disaggregate data (Sorensen 2006; Manchanda et al. 2008; Choi et al. 2010; Iyengar et al. 2011; Narayanan and Nair forthcoming; McShane et al. 2012).”
An Empirical Analysis of User Content Generation and Usage Behavior on the Mobile Internet (2011, methodology): “That is, we use the lagged social network variable in accordance with Manski (1993) and other work that has studied the impact of the social network effect on user behavior (Van den Bulte and Lilien 2001, Manchanda et al. 2008, Iyengar et al. 2010).”
Why Do Salespeople Quit? An Empirical Examination of Own and Peer Effects on Salesperson Turnover Behavior (2017, methodology): “…approach: we (1) leverage the panel structure of the data to impose temporal ordering between the dependent and independent variables in the model (Manchanda, Xie, and Youn 2008) and (2) directly address the potential endogeneity of peer turnover using instrumental variables satisfying the…”
Firm-Created Word-of-Mouth Communication: Evidence from a Field Test (2009, background): “This is an important result and is distinct from previous work that has demonstrated that naturally-occurring WOM can drive important outcomes (Chevalier and Mayzlin, 2006; Manchanda et al., 2006; Godes and Mayzlin, 2004; Van den Bulte and Lilien, 2003; Foster and Rosenzweig, 1995).”
Tie Strength, Embeddedness, and Social Influence: A Large-Scale Networked Experiment (2014, background): “…" about a product, service, opinion or behavior can impact its adoption has long been considered crucial to how firms can promote diffusion (Arndt 1967; Brown and Reingen 1987; Engel, Kegerreis, and Blackwell 1969; Godes and Mayzlin 2004; Katz and Lazarsfeld 1955; Manchanda, Xie, and Youn 2008).”
A bibliometric review of the innovation adoption literature (2018, background): “38 Building on the Bass Model, the authors of the highest cited articles in this cluster have focused on the effect of social contagion, referred to as “social influence” or “social learning”, and the effect of social heterogeneity on diffusion [128, 130, 222-225].”
Do Your Online Friends Make You Pay? A Randomized Field Experiment on Peer Influence in Online Social Networks (2014, background): “…playing roles that range from inspiring political action to driving viral and word-of-mouth spread of products and services (Aral and Walker 2011, Hill et al. 2006, Iyengar et al. 2011, Manchanda et al. 2008, Mayzlin 2006), and as such, represent a vast reservoir of social and economic inﬂuence.”
Opinion Leadership and Social Contagion in New Product Diffusion (2011, background): “…al. 2006, Van den Bulte and Lilien 2001) or trying to proxy for network ties by geographical propinquity (Bell and Song 2007, Grinblatt et al. 2008, Manchanda et al. 2008) or by group membership (e.g., Duflo and Saez 2003, Sacerdote 2001), or they have assessed the existence of social influence in…”
Social Networks, Personalized Advertising, and Privacy Controls (2013, background): “Previous studies in marketing about social networking have looked at how offline social networks can be used to target [26], how such social networking sites can use advertising to obtain members [39], how social networks can be used to target ads [41], and also how makers of applications designed t”
Social Networks and the Diffusion of User-Generated Content: Evidence from YouTube (2012, background): “Prior literature on diffusion highlights the importance of promotional efforts such as targeted communication (Manchanda et al. 2008), advertising (Van den Bulte and Lilien 2001) and the role of influentials (Dodds and Watts 2007).”
Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content (2013, background): “This ensures that replies can be customized to generate responses or interactions to culminate in eventual purchases (Manchanda et al. 2008).”
Creating Social Contagion through Viral Product Design: A Randomized Trial of Peer Influence in Networks (2011, unknown): “…eissn 1526-5501 11 5709 1623 http://dx.doi.org/10.1287/mnsc.1110.1421 © 2011 INFORMS Creating Social Contagion Through Viral Product Design: A Randomized Trial of Peer Influence in Networks Sinan Aral, Dylan Walker Information, Operations, and Management Sciences, Stern School of Business,…”
Word of Mouth: What We Know and What We Have Yet to Learn (2013, unknown): “Behavioral responses include product trial (Anderson and Golden 1984; Grewal, Cline, and Davies 2003; Katz and Lazarsfeld 1955; Manchanda, Ying, and Youn 2008; Sheth 1971; Sultan, Farley, and Lehmann 1990; Trusov, Bucklin, and Pauwels 2009) and brand switching (Katz and Lazarsfeld 1955; Wangenheim…”