Using Incentives to Encourage Word-Of-Mouth Transmissions That Lead to Fast Information Diffusion

Andrew Stephen, University of Pittsburgh, USA
Donald Lehmann, Columbia University, USA
Prior research shows that information diffusion is faster when Word-of-Mouth is transmitted by high-social-connectivity consumers. Five studies show that promotion-based incentives can be effective in encouraging normal consumers to transmit information to their socially connected friends when positive information externalities are induced.
[ to cite ]:
Andrew Stephen and Donald Lehmann (2013) ,"Using Incentives to Encourage Word-Of-Mouth Transmissions That Lead to Fast Information Diffusion", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.