Seeding Strategies for Viral Marketing: An Empirical Comparison Oliver Hinz (* corresponding author) Chaired Professor of Information Systems esp. Electronic Markets TU Darmstadt 64289 Darmstadt, Germany +49 6151 16 75220
[email protected] Bernd Skiera Chaired Professor of Electronic Commerce Department of Marketing Goethe-University of Frankfurt 60323 Frankfurt am Main, Germany +49 69 798 34649
[email protected] Christian Barrot Assistant Professor of Marketing and Innovation Kühne Logistics University 20457 Hamburg, Germany +49 40 328 7070
[email protected] Jan U. Becker Assistant Professor of Marketing and Service Management Kühne Logistics University 20457 Hamburg, Germany +49 40 328 7070
[email protected] Seeding Strategies for Viral Marketing: An Empirical Comparison Seeding strategies have strong influences on the success of viral marketing campaigns, but previous studies using computer simulations and analytical models have produced conflicting recommendations about the optimal seeding strategy. This study therefore compares four seeding strategies in two complementary small-scale field experiments, as well as in one real-life viral marketing campaign involving more than 200,000 customers of a mobile phone service provider. The empirical results show that the best seeding strategies can be up to eight times more successful than other seeding strategies. Seeding to well- connected individuals is the most successful approach because these attractive seeding points are more likely to participate in viral marketing campaigns. This finding contradicts a common assumption in other studies. Well-connected individuals also actively use their higher reach but do not have more influence on their peers than do less well-connected individuals.