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.
|Title of host publication||ANZMAC 2011|
|Subtitle of host publication||conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?|
|Place of Publication||Perth|
|Number of pages||8|
|Publication status||Published - 2011|
|Event||Australian and New Zealand Marketing Academy Conference (2011) - Perth|
Duration: 28 Nov 2011 → 30 Nov 2011
|Conference||Australian and New Zealand Marketing Academy Conference (2011)|
|Period||28/11/11 → 30/11/11|
- product seeding
- social network analysis
Groeger, L., & Buttle, F. (2011). Embedding offline product seeding referrals into the Facebook friendship network: a field study. In ANZMAC 2011: conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde? Perth: ANZMAC2011 Conference.