1、2900 英文单词， 1.6 万英文字符 ，中文 5080 字 文献出处： Trusov M, Bucklin R E, Pauwels K. Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking SiteJ. Journal of Marketing, 2009, 73(5):90-102. Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet
2、 Social Networking Site Michael Trusov, Randolph E. Bucklin, & Koen Pauwels 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 invi
3、tations from existing members, outbound WOM can be precisely tracked. Along with traditional marketing, WOM can then be linked to the number of new members subsequently joining the site (sign-ups). Because of the endogeneity among WOM, new sign-ups, and traditional marketing activity, the authors em
4、ploy a vector autoregressive (VAR) modeling approach. Estimates from the VAR model show that WOM referrals have substantially longer carryover effects than traditional marketing actions and produce substantially higher response elasticities. Based on revenue from advertising impressions served to a
5、new member, the monetary value of a WOM referral can be calculated; this yields an upper-bound estimate for the financial incentives the firm might offer to stimulate WOM. Keywords: word-of-mouth marketing, Internet, social networks, vector autoregression Word-of-mouth (WOM) marketing has recently a
6、ttracted a great deal of attention among practi- tioners. For example, several books tout WOM as a viable alternative to traditional marketing communication tools. One calls it the worlds most effective, yet least understood marketing strategy (Misner 1999). Marketers are particularly interested in better understanding WOM because traditional forms of communication appear to be losing effectiveness (Nail 2005). For example, one survey shows that consumer attitudes toward advertising plum- me
