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

Lars Groeger; Francis Buttle

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

Macquarie Graduate School of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

Abstract

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 language	English
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
Publisher	ANZMAC2011 Conference
Number of pages	8
ISBN (Print)	9780646563305
Publication status	Published - 2011
Event	Australian and New Zealand Marketing Academy Conference (2011) - Perth Duration: 28 Nov 2011 → 30 Nov 2011

Conference

Conference	Australian and New Zealand Marketing Academy Conference (2011)
City	Perth
Period	28/11/11 → 30/11/11

Keywords

product seeding
word-of-mouth
social network analysis
Facebook

Cite this

@inproceedings{a239711512b74b7a85d47b8e93638051,

title = "Embedding offline product seeding referrals into the Facebook friendship network: a field study",

abstract = "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{\textquoteright} 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.",

keywords = "product seeding, word-of-mouth, social network analysis, Facebook",

author = "Lars Groeger and Francis Buttle",

year = "2011",

language = "English",

isbn = "9780646563305",

booktitle = "ANZMAC 2011",

publisher = "ANZMAC2011 Conference",

note = "Australian and New Zealand Marketing Academy Conference (2011) ; Conference date: 28-11-2011 Through 30-11-2011",

}

Embedding offline product seeding referrals into the Facebook friendship network: a field study. / Groeger, Lars; Buttle, Francis.
ANZMAC 2011: conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?. Perth: ANZMAC2011 Conference, 2011.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

TY - GEN

T1 - Embedding offline product seeding referrals into the Facebook friendship network

T2 - Australian and New Zealand Marketing Academy Conference (2011)

AU - Groeger, Lars

AU - Buttle, Francis

PY - 2011

Y1 - 2011

N2 - 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.

AB - 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.

KW - product seeding

KW - word-of-mouth

KW - social network analysis

KW - Facebook

M3 - Conference proceeding contribution

SN - 9780646563305

BT - ANZMAC 2011

PB - ANZMAC2011 Conference

CY - Perth

Y2 - 28 November 2011 through 30 November 2011

ER -

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

Abstract

Conference

Keywords

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Cite this