نویسنده
Trusov, M., Bucklin, R. E., Pauwels, Koen Hendrik
تاریخ انتشار
2009-09
محل انتشار
-
American Marketing Association
موضوع
Word-of-mouth marketing, Internet, Social networks, Vector autoregression
نوع
دوره ای
زبان
انگلیسی
دیجیتال
بله
نسخه خطی
خیر
کتابخانه
دانشگاه اوزیغین
شناسه دارایی کتابخانه
0022-2429
شماره ثبت
89e2ce82-5d17-4d97-8e0e-142ff80d1ada
محل کتابخانه
Business Administration
تاریخ
2009-09
متن نمونه
The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic invitations from existing members, outbound WOM can be precisely tracked. Along with traditional marketing, WOM can then be linked to the number of new members subsequently joining the site (sign-ups). Because of the endogeneity among WOM, new sign-ups, and traditional marketing activity, the authors employ a vector autoregression (VAR) modeling approach. Estimates from the VAR model show that WOM referrals have substantially longer carryover effects than traditional marketing actions and produce substantially higher response elasticises. Based on revenue from advertising impressions served to a new member, the monetary value of a WOM referral can be calculated; this yields an upper-bound estimate for the financial incentives the firm might offer to stimulate WOM.
DOI
10.1509/jmkg.73.5.90
Cilt
73
