Seeding Strategies for Viral Marketing: An Empirical Comparison

By Oliver Hinz, Bernd Skiera, Christian Barrot, Jan U. Becker. 2011

700 citations recorded by the source corpus.

Subfields: Communication, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/a75a22d9ed06cadb2623a47b258d52ed8296e0d4

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In Sociology and Political Science

Citations in the corpus

Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination (2018, background): “, 2011), and this communication influences the decision-making process (Hinz et al., 2011).”
Group-Buying Deal Popularity (2014, background): “Unless researchers use randomized field experiments with corporate partners (Lambrecht and Tucker 2013; Luo et al. 2014; Oliver et al. 2011), it is difficult to identify casual effects in general.”
Neural Correlates of Susceptibility to Group Opinions in Online Word-of-Mouth Recommendations (2015, background): “A successful campaign launch depends on having a good product or idea coupled with the right community of people to spread and reinforce information in the most direct way (Aral and Walker 2011, 2012; Hinz et al. 2011; Van der Lans et al. 2010; Watts and Dodds 2007).”
What's Different about Social Media Networks? A Framework and Research Agenda (2014, background): “Studies of how content spreads and influences users in a social media network have been of considerable interest (Aral and Walker 2011; Bampo et al. 2008; Hinz et al. 2011), especially considering the early adoption of social media tools for marketing purposes (Fader and Winer 2012).”
Revisiting IS business value research: what we already know, what we still need to know, and how we can get there (2013, background): “For example, they can be used for viral marketing (Hinz et al , 2012), market research (Dellarocas et al , 2010), recruiting (Weitzel et al , 2009), and CRM (Derham et al , 2011 and customer interaction (Senadheera et al , 2011).”
Attitude Toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising (2013, background): “Interesting video content and embedded brand information are two critical components of VV advertising that differ from traditional TV advertising (Carlin 2007; Hinz et al. 2011).”
Social Commerce Success: Antecedents of Purchase Intention and the Mediating Role of Trust (2020, background): “This might generate viral marketing that benefits from the social relations between customers (Hinz et al. 2011).”
Dynamic Effects of Social Influence and Direct Marketing on the Adoption of High-Technology Products (2014, background): “Social network marketing has become a popular instrument and is often presented as an alternative to traditional direct marketing (De Bruyn and Lilien 2008; Hinz et al. 2011; Schmitt, Skiera, and Van den Bulte 2011).”
eWOM: Extant Research Review and Future Research Avenues (2016, background): “The first approach focuses on how many persons are affected and it ignores the time dimension at which they are influenced (Hinz et al., 2011).”
Peer Effects in Product Adoption (2019, background): “These heterogeneities in peer influence have important implications for the optimal design of “viral” or seed marketing campaigns, which aim to initially target marketing information to a small number of early adopters, who will generate follow-on demand through peer effects (see Watts, Peretti, and”
The Emotions that Drive Viral Video (2013, background): “How to effectively manage a campaign by optimising targeting and seeding efforts (Bampo et al., 2008; Hinz et al., 2011); 3.”