口碑营销与传统营销外文文献精品.pdfVIP

EFFECTS OF WORD-OF-MOUTH VERSUS TRADITIONAL MARKETING: FINDINGS FROM AN INTERNET SOCIAL NETWORKING SITE Michael Trusov Randolph E. Bucklin * Koen Pauwels April 24, 2008 * Michael Trusov (mtrusov@, phone: (30 1) 405-5878, fax: (301) 405-0146) is Assistant Professor, Robert H. Smith School of Business, University of Maryland, College Park, MD 20742, Randolph E. Bucklin (rbucklin@) is Peter W. Mullin Professor, UCLA Anderson School, 110 Westwood Plaza, Los Angeles, CA 90095. Koen Pauwels (koen.h.pauwels@) is Associate Professor at Ozyegin University (Istanbul, Turkey) and at the Tuck School of Business at Dartmouth (Hanover, NH). The authors thank the guest editor, three anonymous JM reviewers, and participants of the 2006 Marketing Dynamics Conference and the 2007 DMEF Research Summit, for helpful comments. The authors are also grateful to the anonymous collaborating firm for providing the data used in this study. EFFECTS OF WORD-OF-MOUTH VERSUS TRADITIONAL MARKETING: FINDINGS FROM AN INTERNET SOCIAL NETWORKING SITE ABSTRACT The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic invitations sent out by existing members, outbound WOM may be precisely tracked. WOM, along with traditional marketing, can then be linked to the number of new members subsequently joining the site (signups). Due to the endogeneity among WOM, new signups, and traditional marketing activity, the authors employ a Vector Autoregression (VAR) modeling ap