Designing profitable seeding Programs: The effects of social network properties and consumer homophily

Mohammad G. Nejad and Mehdi Amini

Journal of Business Research, 2024, vol. 173, issue C

Abstract: This study explores the main and interaction effects of consumer social network properties and homophily on the profit impact of seeding programs. Social network properties capture the topology of the connections between consumers, while homophily captures the degree to which consumers share similar attributes with their social connections.

Keywords: Product seeding; Promotional strategies; Consumer homophily; Innovation diffusion; Social networks; Clustering; Agent-based simulation modeling (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:173:y:2024:i:c:s014829632300855x

DOI: 10.1016/j.jbusres.2023.114496

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