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Seeding a Message to Harvest Reach. Predicting and Optimizing the Spread of Electronic Word-of-Mouth Cover

Seeding a Message to Harvest Reach. Predicting and Optimizing the Spread of Electronic Word-of-Mouth

NIM Marketing Intelligence Review
Volume 4 (2012): Issue 1 (May 2012)
By: Ralf van der Lans,  Gerrit van Bruggen,  Jehoshua Eliashberg and  Berend Wierenga  
Open Access
|Jul 2014

Authors

Ralf van der Lans

rlans@ust.hk

Gerrit van Bruggen

gbruggen@rsm.nl

Jehoshua Eliashberg

eliashberg@wharton.upenn.edu

Berend Wierenga

bwierenga@rsm.nl

DOI: https://doi.org/10.2478/gfkmir-2014-0039 | Journal eISSN: 2628-166X
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Language: English
Page range: 32 - 41
Published on: Jul 19, 2014
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Online Marketing,
Viral Marketing,
Word-of-Mouth,
Reach,
Branching Processes,
Forecasting,
Markov Processes
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

© 2014 Ralf van der Lans, Gerrit van Bruggen, Jehoshua Eliashberg, Berend Wierenga, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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