Social Contagion – An Empirical Comparison of

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Social Contagion An Empirical Comparison of Seeding Strategies for Viral Marketing Hinz, Oliver Skiera, Bernd Barrot, Christian Becker, Jan U. (2011), An Empirical Comparison of Seeding Strategies for Viral Marketing, Journal of

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Social Contagion – An Empirical Comparison
of Seeding Strategies for Viral Marketing
Hinz, Oliver / Skiera, Bernd / Barrot, Christian / Becker, Jan U. (2011), "An Empirical Comparison of Seeding Strategies for Viral Marketing", Journal of Marketing, 75 (November), 55-71

Oliver Hinz Bernd Skiera
TU Darmstadt University of Frankfurt

Christian Barrot & Jan U. Becker
Kühne Logistics University, Hamburg<br>
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A changing environment… …requires new marketing instruments Companies discover innovative new methods to proactively stimulate and channel Word-of-mouth Viral Marketing as savior
Viral marketing: consumers mutually share and spread information, initially sent out deliberately by marketers to stimulate and capitalize on word-of-mouth (WOM) traditional Marketing instruments are facing shrinking effectiveness in the face of new social media Information over-flow: Traditional advertising instruments such as print ads or TV commercials struggle to reach an audience growing tired of ever more ads
Rise of social media: Communications is shifting towards digital social media, such as facebook, twitter, email or SMS.
Credibility: Studies have shown the higher effectiveness of customer-initiated communication (e.g., word-of mouth) compared to advertising
Effective customer acquisition: Marketing managers have discovered social interactions between existing and potential customers as new sources for customer acquisition<br>
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VIRAL MARKETING Rapidly gains Ground Global spending for viral marketing campaigns → Shift from traditional marketing budgets towards viral 2001 2006 2013 e e Forecast
Stephen, Andrew (2010): Viral Marketing: Tell a Woman, Working Paper, INSEAD, Fontainebleau. $ 76 Mio. $ 980 Mio. $ 3.000 Mio.<br>