Using Incentives to Encourage Word-Of-Mouth Transmissions That Lead to Fast Information Diffusion
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.
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, Pages: .
Andrew Stephen, University of Pittsburgh, USA
Donald Lehmann, Columbia University, USA
NA - Advances in Consumer Research Volume 41 | 2013
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