"Call it viral, buzz or word-of-mouth advertising: Getting customers to spread the word about a new product through their social or professional networks is a hot strategy in the marketing world. Its proponents insist that the technique -- whether online or face-to-face-- is sure to boost a company’s return on investment (ROI).
But how can companies find the right individuals to deliver the message? Marketers may wonder if they are finding the best "seeding points" -- that is, well-connected people at the hub of social networks who will latch on to a product and promote it widely among the people they know..."
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Source: Knowledge@Wharton
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