Product Seeding: Word-of-Mouth Effects For and Beyond the Focal Product
In a classic seeded WOM marketing campaign, a company sends product samples to a selected group of influencers, and encourages them share the product information and their own opinions with other consumers. Positive effects include more WOM for the focal product in the target segment, but also in ad...
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| Format: | Article |
| Language: | English |
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Sciendo
2017-11-01
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| Series: | GfK Marketing Intelligence Review |
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| Online Access: | http://www.degruyter.com/view/j/gfkmir.2017.9.issue-2/gfkmir-2017-0014/gfkmir-2017-0014.xml?format=INT |