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Product Seeding: Word-of-Mouth Effects For and Beyond the Focal Product

NIM Marketing Intelligence Review
Volume 9 (2017): Issue 2 (November 2017)
By:
Open Access
|Oct 2017

References

  1. Chae, Inyoung; Stephen, Andrew T.; Bart,Yakov and Yao, Dai (2017): “Spillover effects in seeded word-of-mouth marketing campaigns,” Marketing Science , Vol. 36, No. 1, pp. 89 - 104.
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DOI: https://doi.org/10.1515/gfkmir-2017-0014 | Journal eISSN: 2628-166X
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Language: English
Page range: 24 - 29
Published on: Oct 24, 2017
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 times per year
Keywords:
WOM,
Word-of-Mouth,
Seeded Marketing Campaigns,
Social Media,
Spillover Effects,
Viral Marketing
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2017 Yakov Bart, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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