Seeding Strategies

More and more organizations are turning to social media to reach as many potential customers as possible, yet few marketing campaigns truly “go viral.” This is largely due to the immense amount of content competing for attention in social networks. Even if users see a particular campaign, they may pay no attention to it, due to the overabundance of ... 閱讀更多

In 2019, there were over 4,700 seed-stage investments globally, along with significant recent interest in how resources are mobilized during the earliest stages of the entrepreneurial journey. Seed-stage startups work towards finalizing their product or services in addition to gathering market data. This also includes finding enough funding to develop an ... 閱讀更多

Viral marketing can be a cost-effective marketing tool to create awareness and reach many new customers. Viral marketing relies on word of mouth and leverages social networks of individuals to spread information. But, what is the optimal seeding strategy? Put differently: who should you target to initiate a viral marketing campaign? Previous research ... 閱讀更多

在新產品上市方面，像飛利浦和微軟這樣的大公司已經以社交網路的網紅客戶為目標，採取播種策略(Seeding Strategies)，讓他們向朋友、同事和熟人擴散消息。當然，難點在於如何識別這些人並評估他們的影響範圍。 以往，研究人員都是基於預設的理論（如種子的朋友數量）尋找種子的某些特徵和位置。但是一項新的研究採取了不同的方法。它基於其關係特徵，比如類型（如朋友、鄰居或同事），關係持續時間和互動強度，建立一個模型，並對這些因素進行加權，評估每個種子的影響範圍。此外，還在實際擴散過程中收集資訊，獲得更具代表性的結果。 作者Xi Chen、Ralf van der Lans和Tuan Q Phan還在兩個完全不同的環境中測試了他們的方法：43個印度村莊的小額信貸專案以及有關超級碗廣告的評論在一個有42 ... 閱讀更多