Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference

EMAC 2019 Annual Conference


Planning Seeded Marketing Campaigns that Drive Firm-created Word-of-Mouth and Sales
(A2019-6128)

Published: May 28, 2019

AUTHORS

Ulrike Phieler, Technische Universit├Ąt Berlin; Florian Dost, Lancaster University Management School

KEYWORDS

seeded marketing campaigns (SMC); firm-created word-of-mouth (WOM); marketing and brand context effects

ABSTRACT

Seeded Marketing Campaigns (SMCs) are increasingly integrated in the marketing mix to utilize the persuasive power of firm-created word-of-mouth (WOM). However, managers receive little advice from the scant SMC literature on planning who to seed to, the timing of the campaign, and what to provide, while additionally considering brand and marketing context effects. This study uses a dataset of 142 SMC to provide first empirical estimates for SMC decisions, investigate their effect on firm-created WOM and sales, and to assess their importance relative to context effects. Findings underline the importance of SMC decisions for stirring WOM and incremental sales, while context effects play only a minor role, hinting at differences in the nature of organic and firm-created WOM. As a result, this study provides managerial insights for optimal SMC planning, and extends firm-created WOM literature.

REFERENCES

Ulrike Phieler thankfully acknowledges financial support of the DCR doctoral program of the European University Viadrina and the GGS Heilbronn.