Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site

Name: Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site
Author: Trusov, M., Bucklin, R. E., Pauwels, Koen Hendrik

İsim	Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site
Yazar	Trusov, M., Bucklin, R. E., Pauwels, Koen Hendrik
Basım Tarihi:	2009-09
Basım Yeri	- American Marketing Association
Konu	Word-of-mouth marketing, Internet, Social networks, Vector autoregression
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	0022-2429
Kayıt Numarası	89e2ce82-5d17-4d97-8e0e-142ff80d1ada
Lokasyon	Business Administration
Tarih	2009-09
Örnek Metin	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

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Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site

Yazar Trusov, M., Bucklin, R. E., Pauwels, Koen Hendrik

Basım Tarihi 2009-09

Basım Yeri - American Marketing Association

Konu Word-of-mouth marketing, Internet, Social networks, Vector autoregression

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 0022-2429

Kayıt Numarası 89e2ce82-5d17-4d97-8e0e-142ff80d1ada

Lokasyon Business Administration

Tarih 2009-09

Örnek Metin 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