Viral Marketing im internationalen Kontext (German Edition)

Barrot's research interests include topics such as the diffusion of innovations, social networks, customer relationship management and electronic business. Receiving a total funding of EUR 4. As a company founder, consultant, and supervisory board member, Prof. Barrot has gained almost two decades of practical experience in the field of digital transformation.

With this background, he actively supports the entrepreneurial activities of KLU students and alumni, particularly during the ideation and start-up phases.

Barrot regularly engages in research co-operations with firms from various industries on customer management topics such as referral programs, churn prevention, and targeting. A common thread of these projects is the use of advanced quantitative analysis methods to support management decision-making.

Photos in high resolution Contact as vCard. In five studies both field and experimental , the authors analyze the effect of geographic proximity on social influence and demonstrate that not only social proximity but also perceived homophily can trigger social influence. They find that this effect holds under alternative representations of geographic distance and is confirmed for a range of different services and even for physical goods.

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Furthermore, the authors show that geographic proximity has a relative effect because the social influence of a closer sender is stronger than that of a more distant sender, regardless of the absolute distances. They present managerially relevant conditions under which the influence of geographic proximity not only is comparable to other types of information such as age or gender but also provides sufficient informational value for customers to offset differences among alternatives e. Rewarding existing customers for the recruitment of new ones has become an increasingly popular acquisition tool for companies.

As a consequence, companies risk overestimating the effectiveness of their referral programs, which is why gaining insights into how and when reward-scrounging occurs is crucial. In this study, we employ a large data set from the telecommunications industry to analyze the drivers of reward-scrounging. The results indicate that reward-scrounging reduces the effectiveness of referral reward programs over time and that its likelihood depends on both the referral sender's network position and the company's marketing activities.

The findings are used to develop managerial means to alleviate the negative effects of reward-scrounging. Referral programs have become a popular tool to use the customer base for new customer acquisition. We replicate the work of Schmitt et al. While our results confirm that rewarded referrals indeed reduce the risk of customer churn, we do not find that referred customers are necessarily more valuable. Analysis of the relationship between senders and receivers of referrals demonstrates that demographic similarity drives the referred customer value.

Seeding strategies have strong influences on the success of viral marketing campaigns, but previous studies using computer simulations and analytical models have produced conflicting recommendations about the optimal seeding strategy. This study compares four seeding strategies in two complementary small-scale field experiments, as well as in one real-life viral marketing campaign involving more than , customers of a mobile phone service provider. The empirical results show that the best seeding strategies can be up to eight times more successful than other seeding strategies. Posts that refer to Services, such as virtual store or customer service, do not influence the share of this post.

It can even be affirmed that the values of br1, aft, mid and dec variables, all reproduced in the intercept, are also statistically equal to zero and do not have any linear impacts on the dependent variable. Hypothesis 1 was not supported either, since the Application app type posts do not have a positive effect on the dependent variable.

The use of applications increases user engagement and improves the reviews of users Claussen et al. Although applications are crucial mechanisms for the dissemination of content Eling et al. Hypothesis 2 was not supported either because the coefficient of the variable Event eve is statistically equal to zero. This result guarantees confirmation of Hypothesis 3 and is the first evidence of viral marketing on Facebook. Many studies focus on the impact of user-generated content on economic consequences, such as sales. The literature shows a positive effect on the aggregate sales of products such as films, books and video games Goh et al.

Our study provides a consistent analytical basis for the fact that posts classified in this category also have a positive impact on non-economic consequences, such as shares, a phenomenon which occurs in virtual social networks such as Facebook. This impact is important because the main objectives of a viral marketing campaign are to disseminate information, create awareness and cultivate brand perceptions Hinz et al. Unlike what is observed at individual level and outside the virtual context, providing information about brands in virtual social networks does not guarantee a response in non-economic measures.

In our study, brand posts classified as Information inf did not have any positive effects on shares. These results do not support Hypothesis 4 and confirm the results of the study by De Vries et al. When specifically addressing the context of viral marketing, there were no positive effects of the Pool poo type of post on sharing, which do not support Hypothesis 5 in our study.

The second indication of viral marketing on Facebook stems from the positive effect of the Promotion and Publicity pp category. This effect supports Hypothesis 6 and shows that for posts which advertise contests and draws, and promote a brand with entertaining content there is an average increase of The former showed that entertainment content in advertisements in the virtual social network exerts a positive influence on the attitude of service users, while the latter showed that brands use positive tones in the management of socio-emotional communication with their audiences.

Interestingly, the results of this type were different from those found in the De Vries et al. Conversely, Cvijikj and Michaehelles found a significant and positive relationship between entertainment posts and likes, comments and shares. These results indicate the need for further research about post typology on virtual social networks.

Results for the independent and control variables coefficients. We concentrated on Fan and Promotion and Publicity typologies to conduct additional analysis on our results. The objective was to explore the results found in our inferential model. At first, we performed simple independent samples T tests to compare means of these two groups, considering the whole set of control variables. The results suggest no statistical difference in means for post duration, time of the week and month. Table 6 summarizes the results of the T tests.

In this model, we used sharing as dependent variable and post typologies as factor variables. We have tried to run an ANCOVA using post quantity and duration as covariates, but basic assumptions of this model independence of the covariate and treatment effect and homogeneity of regression slopes were violated Field, Figure 2 reveals the first output from the ANOVA, indicating that Fan and Promotion and Publicity posts are indeed way above from the baseline, both generating more than at least shares, while Application, Event, Information and Pool are near the point marked at zero.

Postings categorized as Service are only slightly above this baseline. Results for T tests using two groups: Estimated marginal means considering different post typologies. It reveals that only coefficients from Fan and Promotion and Publicity typologies are statistically different from Service, the reference category.

Partial effects from the first typology is three times higher than the latter, clearly indicating a patch of how marketers should invest on content categorization on Facebook, in order to enhance the likelihood of viral marketing. However, despite such progress, many questions remain unanswered Aral et al. One of the best known response mechanisms on Facebook is the option of sharing.

People who access virtual social networks can produce and modify content, but above all, they have the option of sharing it Peters et al. This need is supported by theoretical gaps seen in the literature on viral marketing. Bampo, Ewing, Mather, Stewart and Wallace , for example, show the need for intensified analysis of managerial interference in viral marketing on Facebook while Schulze et al.

Our study contributes to the current research on viral marketing by analyzing the impact of brand content in virtual social networks. First, our typology, based on the building of seven categories of post, is a quantitative improvement in relation to studies with similar objectives, as it includes a more comprehensive and extensive number of contents in interactions between brand and target audiences. Secondly, the results of the hypotheses tests, summarized in Table 8 show the importance of user-generated content and that which mention offers or promotes the brand on the social network.

The main managerial implications refer to these two categories, which showed linear and positive impacts on the number of shares: Results of hypothesis testing. The main limitation of this study is related to the reduced number of samples in some categories. Pool 22 and Application 23 come close to one percent of posts analyzed. As they are less frequent, a study which would increase their number would require more time during the data collection phase. Another major consideration which limits the scope of our study is the inclusion of many control variables of a qualitative nature.

Further studies should incorporate, for example, the length of the message in characters and try to consolidate all the variables used in earlier studies. Finally, the Least Squares method limits the analysis to a linear function. New methods could improve the explanatory power of viral marketing on Facebook. Future studies should extend and improve the presented model. Firstly, it would be appropriate to test the share variable in logarithmic form in order to analyze the rate of variation of viral marketing, as previous studies did.

Nevertheless, to make that feasible, it is suggested that a time restriction should be included in order to analyze the evolution of this rate over time. Secondly, new models could include other non-economic response variables, such as likes and comments, and consider the endogeneity of variables such as likes, comments and shares. The empirical structure would be grounded on systems of equations which, theoretically, seem to better capture the dynamics of interaction between individuals and brands on Facebook, as those who enjoy a particular post seem to be more inclined to comment on and share it.

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