Reeya Vyas
These articles investigate seeding strategies, word of mouth and strength of relationships. Seeding is the process of spreading online content, so that others read the content and spread it further across social platforms. Find another article on seeding you want to add to the list? Use the submission space at the bottom of the list and share it with the rest of us!
#1 Uncovering the Importance of Relationship Characteristics in Social Networks: Implications for Seeding Strategies
According to this research, how strongly influenced users are depends on the relationship between the users. This article provides research by finding information to test the importance of relationship characteristics and develops better seeding strategies based on the research. As per the results, economic, familial, religious relationships, and new friendships have a strong social influence.
#2 Seeding Strategies for Viral Marketing: An Empirical Comparison
This article talks about testing four seeding strategies in field experiments as well as in one real life viral marketing campaign. The real life campaign involved more than 200,000 customers of a mobile service provider. As per the results, seeding to well-connected people is an important strategy.
#3 Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns
Seeded marketing campaigns consist of sending products to selected customers and encouraging them to spread word of mouth. This study analyzes the effects of word of mouth on the brand and its products. According to the results, seeding increases conversations about those specific products but decreases word of mouth about other products from the same brand.
#4 How Contagious Is Your Viral Marketing Campaign?
This article reveals that peer-to-peer transmission is being overstated. This article describes a mathematical model to assess campaign performance more accurately.
#5 The Social Exchange of Viral Ads: Referral and Coreferral of Ads Among College Students
This research is investigating the process of ads going viral. This article focuses on brand relationships and sharing motivations in a social exchange.
#6 Seeding Viral Content:The Role of Message and Network Factors
This research analyzes key aspects of the seeding strategy by tracking the diffusion of 101 new videos on YouTube. It is recommended to choose good first generation consumers who will receive the viral messages. These consumers need to be strongly influential to generate interest.
#7 Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities
This study portrays the effects of consumer-to-consumer communication in word of mouth marketing (WOMM). In this study, an online WOMM campaign is observed to see the blogger communication strategies used. These communication strategies can help marketers leverage WOMM campaigns, online and offline.
#8 Who says what to whom in what channel? A rules theoretic perspective on word-of-mouth marketing
This article talks about word of mouth marketing campaign participants and their choices for communication partners, content, and channel. There were four contexts that were identified in participants' choices: episode, relationship, life-script and, family narrative. The results show that choices may be obligated, legitimated or prohibited depending on the activated context.
#9 Decomposing the Value of Word-of-Mouth Seeding Programs: Acceleration Versus Expansion
This article talks about the importance of word of mouth in seeding programs. Word of mouth helps gain customers who would not otherwise buy the product.
#10 Social connections and the persuasiveness of viral campaigns in social network sites: Persuasive intent as the underlying mechanism
This article investigates the social connection between the sender and receiver of the message. This study predicts on the persuasiveness of the message and also the behavioral responses.
#11 Using Estimated Personality of Social Network Members for Finding Influential Nodes in Viral Marketing
This article talks about recognizing recipients who are referred as "influential nodes." These recipients would promote the product through word of mouth. To recognize these recipients, criteria such as relationships with network members and information shared by each member is used.
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