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Revisiting firm-created word of mouth: High-value versus low-value seed selection

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  • Dost, Florian
  • Sievert, Jens
  • Kassim, David

Abstract

A field test similar to Godes and Mayzlin's (2009) conceptually replicates the sales effect of word-of-mouth campaigns and empirically confirms Haenlein and Libai's (2013) findings that seeds with high value to the brand are preferred among noncustomers of the product because they show the largest effect on incremental sales. Seeds with low value to the brand, as in Godes and Mayzlin's study, may be preferred if marketers are limited to work with product customers only. Additionally, those peers that are unaware of the campaign product, but have bought the brand in the past are mainly responsible for incremental sales.

Suggested Citation

  • Dost, Florian & Sievert, Jens & Kassim, David, 2016. "Revisiting firm-created word of mouth: High-value versus low-value seed selection," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 236-239.
    • Handle: RePEc:eee:ijrema:v:33:y:2016:i:1:p:236-239
    DOI: 10.1016/j.ijresmar.2016.01.002
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    References listed on IDEAS

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    1. David Godes & Dina Mayzlin, 2009. "Firm-Created Word-of-Mouth Communication: Evidence from a Field Test," Marketing Science, INFORMS, vol. 28(4), pages 721-739, 07-08.
    2. Sinan Aral, 2011. "Commentary--Identifying Social Influence: A Comment on Opinion Leadership and Social Contagion in New Product Diffusion," Marketing Science, INFORMS, vol. 30(2), pages 217-223, 03-04.
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    Cited by:

    1. Eelen, Jiska & Özturan, Peren & Verlegh, Peeter W.J., 2017. "The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand," International Journal of Research in Marketing, Elsevier, vol. 34(4), pages 872-891.

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