This is the first part of a two-part review of the academic paper ‘Seeding Strategies for Viral Marketing: An Empirical Comparison’ by Hinz, Skiera, Barrot and Becker. It is tough going to read it but the information held within it is solid so we have been through it (with strong coffee in hand) so that you do not have to and extracted the key actionable information for video marketers and social media marketers:
In part one, we are going to give you an introduction to the main theories and discussions in the paper. In part two we will talk in more depth about practical application of the theory.
If you choose to read the paper yourself (just Google the above title and click on the PDF result), beware of the complex formulas, which might not be your thing! We have summarised the main points in lay terms so that you can get an idea of the kind of discussions taking place in the field.
When not working Joel enjoys hiking, climbing, snowboarding, reading, films and music. Also very keen on good food and drink - living in Japan much of the time helps in that respect.
Latest posts by Joel Chudleigh (see all)
- Interview with Shawne Duperon on Effective Communication on Video - August 29, 2013
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- Why the Use of Video in News Websites is Increasing - August 29, 2013