formerly: GfK Marketing Intelligence Review

NIM Marketing Intelligence Review

NIM Market. Intellig. Rev.

<abstract><title style='display:none'>Abstract</title>Companies increasingly rely on “network” and “viral” marketing within their communication strategies. This study showed that providing viral products with specific features can increase their diffusion substantially. Products that were enabled to send automated notifications within a user’s local Facebook network upon adoption generated a 450 % higher adoption rate among Facebook friends compared with products without any viral features. Products that enabled adopters to send personal invitations to install the app generated an increase in the adoption rate by friends by 750 % more than in the control group. Although each personalized referral had a much stronger impact, notifications outperformed invitations in overall adoption. Automated notifications require no effort, and therefore substantially more messages were generated. The number of users who took the effort to send out personalized invitations was much smaller. A simulation of adoption beyond immediate individual networks showed that the passive-broadcast app experienced a 246 % increase in the rate of adoption, whereas adding active-personalized viral messaging capabilities generated only an additional 98 % increase, compared with the group without viral features.</abstract>

Abstract

MIT Sloan School of Management, Cambridge, Massachusetts, U.S.

Boston University School of Management, Boston, Massachussetts, U.S.,

Keywords

<article-title>Designing Viral Product Features for Broader Reach</article-title>

Designing Viral Product Features for Broader Reach

{"article-title":"Designing Viral Product Features for Broader Reach"}

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NIM Marketing Intelligence Review ist in den folgenden Services indiziert: <ul> <li> Baidu Scholar </li> <li> Cabell's Whitelist </li> <li> CNKI Scholar (China National Knowledge Infrastructure) </li> <li> CNPIEC - cnpLINKer </li> <li> Dimensions </li> <li> DOAJ (Directory of Open Access Journals) </li> <li> EBSCO </li> <li> EconBiz </li> <li> ECONIS </li> <li> ExLibris </li> <li> Google Scholar </li> <li> IBR (International Bibliography of Reviews of Scholarly Literature in the Humanities and Social Sciences) </li> <li> IBZ (International Bibliography of Periodical Literature in the Humanities and Social Sciences) </li> <li> J-Gate </li> <li> JournalGuide </li> <li> JournalTOCs </li> <li> KESLI-NDSL (Korean National Discovery for Science Leaders) </li> <li> MyScienceWork </li> <li> Naver Academic </li> <li> Naviga (Softweco) </li> <li> ProQuest </li> <li> QOAM (Quality Open Access Market) </li> <li> ReadCube </li> <li> Research Papers in Economics (RePEc) </li> <li> SCILIT </li> <li> Semantic Scholar </li> <li> TDNet </li> <li> Ulrich's Periodicals Directory/ulrichsweb </li> <li> WanFang Data </li> <li> WorldCat (OCLC) </li> <li> X-MOL </li> </ul>

NIM Nuremberg Institute for Market Decisions Managing Editor and contact Christine Kittinger-Rosanelli　 <a href="mailto:Christine.Kittinger@nim.org">Christine.Kittinger@nim.org</a> <a href="http://www.nim.org">www.nim.org</a> Editorial Advisory Board NIM Marketing Intelligence Review Susan Fournier Allen Questrom Professor and Dean, Questrom School of Business, Boston University, USA, <a href="https://www.bu.edu/questrom/profile/susan-fournier/">https://www.bu.edu/questrom/profile/susan-fournier/</a> Giana Eckhardt Professor of Marketing, King´s College London, England, <a href="https://www.kcl.ac.uk/people/giana-m-eckhardt">https://www.kcl.ac.uk/people/giana-m-eckhardt</a> Nicole Koschate-Fischer Professor of Marketing, University of Erlangen-Nuremberg, Germany, <a href="https://www.marketing-intelligence.rw.fau.de/team/lehrstuhlinhaberin-2/">https://www.marketing-intelligence.rw.fau.de/team/lehrstuhlinhaberin-2/</a> Srinivas Reddy Visiting Professor of Marketing, Centre for Marketing Leadership, Kellogg School of Northwestern University <a href="https://www.kellogg.northwestern.edu/faculty/directory/srinivas_reddy.aspx">https://www.kellogg.northwestern.edu/faculty/directory/srinivas_reddy.aspx</a> <a href="http://www.smu.edu.sg">www.smu.edu.sg</a> Werner Reinartz Professor of Marketing and Retailing, University of Cologne, Germany, <a href="https://wiso.uni-koeln.de/de/forschung/find-an-expert/experts/prof-werner-reinartz-phd">https://wiso.uni-koeln.de/de/forschung/find-an-expert/experts/prof-werner-reinartz-phd</a> Bernd Skiera Professor of Electronic Commerce, Goethe-University, Frankfurt am Main, Germany, <a href="https://www.marketing.uni-frankfurt.de/de/professoren/skiera/prof-dr-bernd-skiera.html">https://www.marketing.uni-frankfurt.de/de/professoren/skiera/prof-dr-bernd-skiera.html</a> Caroline Wiertz Professor of Marketing, Cass Business School, London, England, <a href="http://www.cass.city.ac.uk/faculties-and-research/experts/caroline-wiertz">www.cass.city.ac.uk/faculties-and-research/experts/caroline-wiertz</a> Anja Dieckmann Professor of Business Psychology, Aalen University, Germany, <a href="https://www.hs-aalen.de/en/users/21741">https://www.hs-aalen.de/en/users/21741</a> Andreas Neus Managing Director and Vice President, NIM Nuremberg Institute for Market Decisions, Germany, <a href="https://www.nim.org/ueber-uns/team/dr-andreas-neus">https://www.nim.org/ueber-uns/team/dr-andreas-neus</a> Guest Editors Each issue is edited by a guest editor and renowned researcher on the topic of the issue. Jella Pfeiffer Professor of Digitalization, E-Business and Operations Management Justus-Liebig-Universität Gießen, Germany <a href="https://www.uni-giessen.de/en/faculties/f02/faculty/professorships/business/digitalization-e-business-and-operations-management/team/prof-dr-jella-pfeiffer_eng?set_language=en">https://www.uni-giessen.de/en/faculties/f02/faculty/professorships/business/digitalization-e-business-and-operations-management/team/prof-dr-jella-pfeiffer_eng?set_language=en</a> (Vol. 15 No.2, 2023 – forthcoming) Koen Pauwels Distinguished Professor of Marketing and Co-Founder of the DATA Initiative D’Amore-McKim School of Business at Northeastern University, Boston, MA, USA <a href="https://damore-mckim.northeastern.edu/people/koen-pauwels/">https://damore-mckim.northeastern.edu/people/koen-pauwels/</a> (Vol. 15 No 1, 2023 and Vol. 7 No. 1, 2015) David J. Reibstein William S. Woodside Professor and Professor of Marketing The Wharton School, University of Pennsylvania, Philadelphia, PA, USA <a href="https://marketing.wharton.upenn.edu/profile/reibstei/">https://marketing.wharton.upenn.edu/profile/reibstei/</a> (Vol. 15 No 1, 2023) Bernd Skiera Professor of Electronic Commerce, Goethe-University, Frankfurt am Main, Germany, <a href="https://www.marketing.uni-frankfurt.de/de/professoren/skiera/prof-dr-bernd-skiera.html">https://www.marketing.uni-frankfurt.de/de/professoren/skiera/prof-dr-bernd-skiera.html</a> (Vol. 14 No. 2, 2022) Daiane Scaraboto Professor of Marketing, The University of Melbourne, Australia　 <a href="https://www.linkedin.com/in/daiane-scaraboto-b2651214/?originalSubdomain=au">https://www.linkedin.com/in/daiane-scaraboto-b2651214/?originalSubdomain=au</a> (Vol. 14 No.1, May 2022) Daniel Korschun Professor of Marketing, LeBow College of Business, Drexel University, Philadelphia, USA <a href="https://www.lebow.drexel.edu/people/danielkorschun">https://www.lebow.drexel.edu/people/danielkorschun</a> (Vol. 13 No.2, November 2021) Caroline Wiertz Professor of Marketing, Cass Business School, City, University of London, England <a href="http://www.cass.city.ac.uk/faculties-and-research/experts/caroline-wiertz">www.cass.city.ac.uk/faculties-and-research/experts/caroline-wiertz</a> (Vol. 13 No.1, May 2021) Giana Eckhardt Professor of Marketing, King´s College London, England, <a href="https://www.kcl.ac.uk/people/giana-m-eckhardt">https://www.kcl.ac.uk/people/giana-m-eckhardt</a> (Vol. 12 No.2, November 2020) Kurt Matzler Professor of Strategic Management, University of Innsbruck, Austria <a href="http://www.uibk.ac.at/smt/strategic-management/team/matzler.html.de">www.uibk.ac.at/smt/strategic-management/team/matzler.html.de</a> (Vol. 12 No.1, May 2020) Christian Hildebrand, Professor of Marketing Analytics and Director of the Institute of Behavioral Science and Technology (IBT), University of St. Gallen, Switzerland <a href="https://www.ibt.unisg.ch/team/christian-hildebrand/">https://www.ibt.unisg.ch/team/christian-hildebrand/</a> (Vol. 11 No.2, November 2019) Werner Reinartz, University of Cologne, Germany <a href="https://wiso.uni-koeln.de/de/forschung/find-an-expert/experts/prof-werner-reinartz-phd">https://wiso.uni-koeln.de/de/forschung/find-an-expert/experts/prof-werner-reinartz-phd</a> (Vol. 9 No.1, 2017 and Vol. 11 No. 1, 2019) Donna Hoffman and Tom Novak, George Washington University, Washington, USA <a href="https://postsocial.gwu.edu/faculty/">https://postsocial.gwu.edu/faculty/</a> (Vol. 10 No. 2, 2018) Susan Fournier and Shuba Srinivasan, Questrom School of Business, Boston University, USA <a href="http://www.bu.edu/questrom/profile/susan-fournier/">www.bu.edu/questrom/profile/susan-fournier/</a> questromapps.bu.edu/mgmt_new/profiles/SrinivasanShuba.html (Vol. 10 No.1, 2018) Andrew Stephen, Said Business School at Oxford University, England <a href="http://www.sbs.ox.ac.uk/community/people/andrew-stephen">www.sbs.ox.ac.uk/community/people/andrew-stephen</a> (Vol. 9 No.2, 2017) Srinivas Reddy, Visiting Professor of Marketing, Centre for Marketing Leadership, Kellogg School of Northwestern University, Evanston, USA <a href="https://www.kellogg.northwestern.edu/faculty/directory/srinivas_reddy.aspx">https://www.kellogg.northwestern.edu/faculty/directory/srinivas_reddy.aspx</a> <a href="http://www.smu.edu.sg">www.smu.edu.sg</a> (Vol. 9 No.1, 2017) Bernd Skiera, Professor of Electronic Commerce, Goethe-University, Frankfurt am Main, Germany <a href="http://www.ecommerce.wiwi.uni-frankfurt.de">www.ecommerce.wiwi.uni-frankfurt.de</a> (Vol. 8 No. 2, 2016) CB Bhattacharya, Zoffer Chair of Sustainability and Ethics, University of Pittsburgh, PA, USA <a href="https://business.pitt.edu/professors/cb-bhattacharya/">https://business.pitt.edu/professors/cb-bhattacharya/</a> (Vol. 8 No. 1, 2016) Jan Landwehr, Goethe-University, Frankfurt am Main, Germany <a href="https://www.marketing.uni-frankfurt.de/en/professoren/landwehr/prof-dr-jan-landwehr.html">https://www.marketing.uni-frankfurt.de/en/professoren/landwehr/prof-dr-jan-landwehr.html</a> (Vol. 7 No. 2, 2015) Andreas Herrmann, at the time University of St. Gallen, Switzerland (Vol. 7 No. 2, 2015) Robert V. Kozinets, Professor of Marketing, University of Southern California, USA <a href="https://annenberg.usc.edu/faculty/robert-kozinets">https://annenberg.usc.edu/faculty/robert-kozinets</a> (Vol. 6 No. 2, 2014) Andrea Groeppel-Klein, Institute of Consumer and Behavior Research, Germany <a href="http://www.uni-saarland.de/lehrstuhl/groeppel-klein/institut/direktorin.html">www.uni-saarland.de/lehrstuhl/groeppel-klein/institut/direktorin.html</a> (Vol. 6 No. 1, 2014) Herman Diller, University of Erlangen-Nuremberg, Germany (Vol. 1 – 5) <a href="http://www.marketing.wiso.uni-erlangen.de/team/uebersicht/alumni/ehemalige-inhaber.shtml">www.marketing.wiso.uni-erlangen.de/team/uebersicht/alumni/ehemalige-inhaber.shtml</a> Publisher De Gruyter Poland Bogumiła Zuga 32A Str. 01-811 Warsaw, Poland T: +48 22 701 50 15

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<DIV align=left> The NIM Marketing Intelligence Review (NIM MIR) is a leading global journal for marketing decision makers. It offers marketing knowledge from well-known academic think tanks all over the world, and focuses on all aspects of marketing intelligence, e.g. new strategies based on academic and empirical market analyses, new models and methods enabling more effective marketing decision making, and state-of-the-art articles on current fields of marketing research. Readers will be informed about important developments in marketing theory, marketing methodology and marketing strategies. Volumes 1 to 10 were published under the name GfK Marketing Intelligence Review (GFK MIR). The first issue was published in June 2009. The NIM MIR delivers relevant insights from academic research, using practical and accessible rather than academic language, supported by professional journalists who "translate" academic papers. We publish papers that contribute new and often fascinating knowledge, for instance about customer behavior, brand or pricing strategies, data analysis or decision making techniques. All papers are intensively reviewed from an academic as well as a practical perspective. Our mission is to present high-quality articles by top authors whose work has appeared in leading academic marketing journals, thereby allowing readers to follow the progress of marketing science. The NIM MIR is aiming to achieve a high level of acceptance and an excellent reputation among upscale target groups within marketing management, and among marketing instructors looking for interesting applications of the latest marketing concepts and methods. Readers of the NIM MIR have their fingers right on the pulse of marketing science The NIM Marketing Intelligence Review is published by the <A href="http://www.nim.org/">Nuremberg Institute for Market Decisions</A> (Nürnberg Institut für Marktentscheidungen e.V., formerly the GfK Verein e.V.), which has long-held academic ties with the University of Nuremberg, Germany. The NIM has repositioned itself as an interdisciplinary, non-commercial institute for researching market decision. The NIM remains majority shareholder of the Nuremberg based market research company GfK. The MIR is managed by a team of managers and marketing scholars from universities all over the world (See editorial board). Each issue has a special topic and is edited by a leading researcher in the respective field. It is published biannually in May and October of each year. Archiving Sciendo archives the contents of this journal in <A href="https://www.portico.org/">Portico</A> - digital long-term preservation service of scholarly books, journals and collections. Plagiarism Policy The editorial board is participating in a growing community of <A href="https://www.crossref.org/services/similarity-check/">Similarity Check System's</A> users in order to ensure that the content published is original and trustworthy. Similarity Check is a medium that allows for comprehensive manuscripts screening, aimed to eliminate plagiarism and provide a high standard and quality peer-review process. </DIV>

NIM Marketing Intelligence Review

Designing Viral Product Features for Broader Reach

Sinan Aral and
Sinan Aral and
Dylan Walker
Dylan Walker

Published Online: 16 Jul 2014

Volume & Issue: Volume 5 (2013) - Issue 2 (November 2013)

Page range: 18 - 23

Journal & Issue Details

NIM Marketing Intelligence Review

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Recent Articles

NIM Marketing Intelligence Review

Designing Viral Product Features for Broader Reach

Sinan Aral andSinan Aral andDylan WalkerDylan Walker

Published Online: 16 Jul 2014

Volume & Issue: Volume 5 (2013) - Issue 2 (November 2013)

Page range: 18 - 23

Journal & Issue Details

NIM Marketing Intelligence Review

PDF Preview

Recent Articles

Sinan Aral and
Sinan Aral and
Dylan Walker
Dylan Walker