We provide a short overview on the existing literature and the theoretical framework associated with the field of viral marketing. Hereafter, we provide basic knowledge to conduct a social network analysis and define centrality measures that will be of essential interest in our experiment. Then, we will focus on determinants for a successful viral campaign and especially recommendations for seeding strategies. The main part gives an overview on the preparatory work prior to the experiment and introduces the methodology of the latter. We use a test environment of 120 individuals for our experiment. Our test set-up runs different seeding strategies in parallel testing hubs, fringes, bridges and random sets. In addition, we also examine differences between using the entire network or only the neighbors of the biggest hubs as potential initial targets. A detailed analysis of the outcome of this empirical study follows. Last, we provide a summary of the major findings of this analysis and conclude with shortcomings of this evaluation and recommendations for future research.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Literature review
- Viral Marketing
- Concept and basic characteristics
- Centrality
- Social network analysis
- Determinants of a Successful Viral Campaign
- Content
- Environment
- Incentives
- Seeding Strategy
- Empirical analysis
- Hypotheses
- Experimental design
- Test environment
- Test content and tracking
- Incentives used in experiment
- Seeding procedure
- Execution of experiment
- Empirical results
- Participation
- Timing implications
- Exploratory data analysis
- Summary, Conclusion and Recommendations for Future Research
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to investigate the effectiveness of seeding strategies in viral marketing campaigns. The study explores how marketers can leverage knowledge of social network measures to enhance the reach and impact of their viral campaigns.- The role of social network analysis in viral marketing
- Factors influencing the success of viral campaigns
- The impact of seeding strategies on campaign outcomes
- Empirical analysis of the effectiveness of different seeding approaches
- Recommendations for future research on viral marketing strategies
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter provides an overview of the research problem and its significance. It discusses the growing importance of viral marketing and the potential of leveraging social network analysis to optimize campaign effectiveness.
- Literature review: This chapter reviews existing literature on viral marketing and social network analysis. It examines key concepts, frameworks, and determinants of viral campaign success, including the role of seeding strategies.
- Empirical analysis: This chapter describes the empirical study conducted to assess the impact of different seeding strategies on viral campaign outcomes. It details the experimental design, data collection methods, and analysis techniques used in the study.
Schlüsselwörter (Keywords)
The key terms and focus topics of this study include viral marketing, social network analysis, seeding strategies, network measures, centrality, campaign effectiveness, empirical analysis, and experimental design.- Citation du texte
- cand. Dipl.Wirt.Ing. Hendrik Dörr (Auteur), 2012, Seeding - Can Marketers Take Advantage of Known Network Measures?, Munich, GRIN Verlag, https://www.grin.com/document/209073
