This study reviews and synthesizes the literature on the role of influentials and the influence
process in new product diffusion from a marketing management perspective. Influentials are …

The rapid advancement of influencer marketing in today's digitalization era has led to
marketers partnering with social media influencers to seed information and influence …

There have been numerous studies on the adoption of social media among individuals as
well as organizations. Nevertheless, most of these studies were conducted in developed …

Brand fan pages on social networks have become very popular online services. However,
empirical research on fan pages is still in its infancy. Therefore, the purpose of this study is to …

Seeding strategies have strong influences on the success of viral marketing campaigns, but
previous studies using computer simulations and analytical models have produced …

Marketers commonly seed information about products and brands through individuals
believed to be influential on social media, which often involves enlisting micro influencers …

Referral programs have become a popular way to acquire customers. Yet there is no
evidence to date that customers acquired through such programs are more valuable than …

In word-of-mouth seeding programs, customer word of mouth can generate value through
market expansion; in other words, it can gain customers who would not otherwise have …

Many firms capitalize on their customers' social networks to improve the success rate of their
new products. In this article, the authors analyze the dynamic effects of social influence and …

Purpose: This paper develops a conceptual framework to analyze the impact of a supply
chain network (SCN) structure on relationship management strategies (RMS) that focal firms …