Embedding offline product seeding referrals into the Facebook friendship network: a field study

Lars Groeger, Francis Buttle

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


We explore the influence on social-structural attributes on the reach, frequency and effectiveness of product seeding campaigns that aim to exploit customer-generated word-ofmouth. In collaboration with a product-seeding agency that uses customer-generated word-ofmouth to influence the purchasing intentions and behaviours of customers’ social networks, we report initial results from a pilot study, involving the seeding of a wine brand to 550 agency panel members. Data are collected using a specially developed Facebook app. The app allows us to download and analyse Facebook friendship networks and to explore the overlap between the networks of connected individuals. Participants report the FB friends they have spoken to about the pilot study product-seeding campaign. The pilot study is the precursor to two large-scale studies.
Original languageEnglish
Title of host publicationANZMAC 2011
Subtitle of host publicationconference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?
Place of PublicationPerth
PublisherANZMAC2011 Conference
Number of pages8
ISBN (Print)9780646563305
Publication statusPublished - 2011
EventAustralian and New Zealand Marketing Academy Conference (2011) - Perth
Duration: 28 Nov 201130 Nov 2011


ConferenceAustralian and New Zealand Marketing Academy Conference (2011)


  • product seeding
  • word-of-mouth
  • social network analysis
  • Facebook


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