Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns

Inyoung Chae
Inyoung Chae
[email protected]
Assistant Professor of Marketing, Goizueta Business School, Emory University, Atlanta, Georgia 30322
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,
Andrew T. Stephen
Corresponding Author
Andrew T. Stephen
[email protected]
Saïd Business School, University of Oxford, Oxford OX1 1HP, United Kingdom
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,
Yakov Bart
Yakov Bart
[email protected]
D’Amore–McKim School of Business, Northeastern University, Boston, Massachusetts 02115
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,
Dai Yao
Dai Yao
[email protected]
NUS Business School, National University of Singapore, Singapore 119245
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Inyoung Chae

[email protected]

Assistant Professor of Marketing, Goizueta Business School, Emory University, Atlanta, Georgia 30322

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Andrew T. Stephen

Corresponding Author

Andrew T. Stephen

[email protected]

Saïd Business School, University of Oxford, Oxford OX1 1HP, United Kingdom

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Yakov Bart

[email protected]

D’Amore–McKim School of Business, Northeastern University, Boston, Massachusetts 02115

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Dai Yao

[email protected]

NUS Business School, National University of Singapore, Singapore 119245

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Published Online:16 Sep 2016https://doi.org/10.1287/mksc.2016.1001

Supplemental Material

mksc.2016.1001-sm.pdf

The replication files for this article are available HERE.

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Volume 36, Issue 1

January-February 2017

Pages 1-159

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Received:April 15, 2015
Accepted:February 24, 2016
Published Online:September 16, 2016

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Inyoung Chae, Andrew T. Stephen, Yakov Bart, Dai Yao (2016) Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns. Marketing Science 36(1):89-104.

https://doi.org/10.1287/mksc.2016.1001

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Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns

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