Spillover effects in seeded word-of-mouth marketing campaigns
<p style="text-align:justify;">Seeded marketing campaigns (SMCs) involve firms sending products to selected customers and encouraging them to spread word of mouth (WOM). Prior research has examined certain aspects of this increasingly popular form of marketing communication, such as...
| Main Authors: | , , , |
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| Format: | Journal article |
| Language: | English |
| Published: |
INFORMS
2016
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