How contagious is your viral marketing campaign? A mathematical model for assessing campaign performance

• Autores: Michael T. Ewing, David B. Stewart, Dineli R. Mather, Joshua D. Newton
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 54, Nº 2, 2014, págs. 205-216
• Idioma: inglés
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• Resumen

  • Few marketing campaigns purely are viral. Most comprise both viral (peer-to-peer transmission) and non-viral (firm-initiated transmission) components. Unfortunately, current metrics for assessing viral-campaign performance seldom differentiate between these components, potentially overstating the true contribution made by the viral component. Moreover, reach (number of users who received the content) is a time-based metric that typically is favored at the expense of campaign sharing, which fundamentally is a generation-based metric (transmission of content to others). This paper presents and tests a mathematical model that addresses these issues, thereby providing a more accurate and valid means for assessing campaign performance.