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  • 1
    Language: English
    In: Journal of Marketing, 1 November 2011, Vol.75(6), pp.55-71
    Description: 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 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 people 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 people also actively use their greater reach but do not have more influence on their peers than do less well-connected people.
    Keywords: Biological sciences -- Biology -- Developmental biology -- Stock conversion ratios ; Business -- Business administration -- Corporate communications -- Stock conversion ratios ; Business -- Business administration -- Corporate communications -- Stock conversion ratios ; Behavioral sciences -- Psychology -- Social psychology -- Stock conversion ratios ; Economics -- Economic disciplines -- Financial economics -- Stock conversion ratios ; Information science -- Informetrics -- Sociometrics -- Stock conversion ratios ; Social sciences -- Population studies -- Human populations -- Stock conversion ratios ; Mathematics -- Pure mathematics -- Algebra -- Stock conversion ratios ; Political science -- Government -- Governance -- Stock conversion ratios ; Information science -- Information analysis -- Data analysis -- Stock conversion ratios
    ISSN: 00222429
    E-ISSN: 15477185
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  • 2
    Language: English
    In: European Journal of Marketing, July, 2013, Vol.47(7)
    Keywords: Consumer Behavior -- Analysis ; Pricing -- Influence ; Word Of Mouth Marketing -- Methods
    ISSN: 0309-0566
    Source: Cengage Learning, Inc.
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  • 3
    Language: English
    In: European Journal of Marketing, 19 July 2013, Vol.47(7), pp.1052-1066
    Description: Purpose - This study seeks to examine the effect of pricing as a marketing instrument to stimulate word-of-mouth (WOM) by comparing the influence of two pricing strategies (i.e. a low-complexity vs a network-effects tariff) on the referral behaviour.Design methodology approach - Using customer data from a German mobile network operator (including information on customer characteristics, referral behaviour, and service usage), the authors develop a logit model.Findings - Surprisingly, the results indicate that it is the low-complexity tariff that increases the likelihood of referrals and leads to an overall higher referral activity. Despite the lower referral activity, however, the network-effects tariff generates higher revenues.Research limitations implications - The results show that companies can use pricing schemes to influence referral behaviour and strongly indicate the need of further research on manageable tools to stimulate word-of-mouth marketing.Practical implications - The findings show not only that pricing has an impact on customers' referral behaviour but also that it is the low-complexity tariffs that trigger referrals. Furthermore, the results underline the importance of considering the monetary value of referrals.Originality value - In contrast with many previously conducted studies on customer referrals, the paper explicitly analyses the impact of pricing on referral behaviour and empirically shows that firms are able to actively manage WOM among customers.
    Keywords: Tariff Models ; Referrals ; Services ; Word-of-Mouth ; Network Effects ; Pricing Strategies ; Marketing Strategy ; Pricing Policy ; Germany ; Consumer Behaviour ; Business
    ISSN: 0309-0566
    E-ISSN: 1758-7123
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  • 4
    Language: English
    In: Journal of Business Research, December 2016, Vol.69(12), pp.5925-5933
    Description: Recent acquisitions involving and have demonstrated that the takeover of an unlisted start-up company can offer enormous financial benefits to its (former) stakeholders. Considering the multimillion-dollar amounts paid for start-ups with no existing and highly uncertain future revenues, we investigate the process and outcome of negotiation dynamics in the context of takeovers. In a series of experiments, we show that even with a low level of uncertainty about a start-up's value and its financial resources, start-ups can influence bidders' behavior and consequently the start-ups' valuation. The results indicate that incumbents' bidding behavior is driven by the perceived threat level with respect to the start-up's business activities as well as by the uncertainty with respect to other incumbents' bidding behavior—drivers that are subject to activities by the start-ups' management. Interestingly, the effect even exists if incumbents clearly know that initiating a bidding process will very likely lead to losses.
    Keywords: Applied Decision Analysis ; Bidding Behavior ; Competitive Strategy ; Experiments ; Business ; Economics
    ISSN: 0148-2963
    E-ISSN: 1873-7978
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  • 5
    Language: English
    In: Journal of Marketing, September 2017, Vol.81(5), pp.49-66
    Description: Geographic proximity has become increasingly relevant due to the growing number of marketing services that use consumers’ geographic locations, thus increasing the importance of gaining insights from this information. In five studies (both field and experimental), the authors analyze the effect of geographic proximity on social influence and demonstrate that not only social proximity but also perceived homophily can trigger social influence. They find that this effect holds under alternative representations of geographic distance and is confirmed for a range of different services and even for physical goods. Furthermore, the authors show that geographic proximity has a relative effect because the social influence of a closer sender is stronger than that of a more distant sender, regardless of the absolute distances. They present managerially relevant conditions under which the influence of geographic proximity not only is comparable to other types of information such as age or gender but also provides sufficient informational value for customers to offset differences among alternatives (e.g., due to higher prices) in trade-off decisions.
    Keywords: Online Reviews ; Recommendations ; Homophily ; Geographic Proximity ; Social Influence ; Business
    ISSN: 0022-2429
    E-ISSN: 1547-7185
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  • 6
    Language: English
    In: Journal of marketing, 2017, Vol.81(5), pp. 49-66
    Description: The relationships between geographic proximity, perceived homophily and social influence are examined. Results show that both social proximity and perceived homophily can trigger social influence and that this effect holds under alternative representations of geographic distance and this is true for a range of different services and even for physical goods.
    Keywords: Social Influence – Analysis ; Distance (Geometry) – Influence ; Geospatial Data – Usage ; Geospatial Data – Economic Aspects ; Homophily – Influence;
    ISSN: 00222429
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  • 7
    Language: English
    In: Journal of Business Ethics, 2016, Vol.138(3), pp.589-600
    Description: The brand personality of nonprofit service organizations (NPO) is a focal cue for individuals engaging in pro-social behavior. However, the positive effect of brand personality on donors’ intention to engage pro-socially may be affected in cases in which NPOs provide monetary incentives to those donors. Relying on social exchange theory, the authors examine how monetary incentives and brand personality commonly affect the intention to donate and whether this effect varies based on the perceived trustworthiness of the NPO. The results of two experimental studies show that branding and incentivizing decisions should not be developed independently because monetary incentives do indeed undermine the positive effects of brand personality on the intention to donate. However, the effectiveness of incentives varies with the perceived level of trust in the NPO: highly trusted NPO services are harmed by monetary incentives, whereas less-trusted NPOs may even benefit.
    Keywords: Social exchange theory ; Nonprofit organization ; Blood donation ; Monetary incentives
    ISSN: 0167-4544
    E-ISSN: 1573-0697
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  • 8
    Language: English
    In: Pediatric Nephrology, 2017, Vol.32(3), pp.425-437
    Description: Histopathology is still an indispensable tool for the diagnosis of kidney transplant dysfunction in adult and pediatric patients. This review presents consolidated knowledge, recent developments and future prospects on the biopsy procedure, the diagnostic work-up, classification schemes, the histopathology of rejection, including antibody-mediated forms, ABO-incompatible transplants, protocol biopsies, recurrent and de novo disease, post-transplant lymphoproliferative disorder, infectious complications and drug-induced toxicity. It is acknowledged that frequently the correct diagnosis can only be reached in consensus with clinical, serological, immunogenetical, bacteriological and virological findings. This review shall enhance the understanding of the pediatric nephrologist for the thought processes of nephropathologists with the aim to facilitate teamwork between these specialist groups for the benefit of the patient.
    Keywords: Biopsy ; Allograft ; Rejection ; Nephropathology ; TCMR ; ABMR
    ISSN: 0931-041X
    E-ISSN: 1432-198X
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  • 9
    Language: English
    In: International Journal of Research in Marketing, December 2015, Vol.32(4), pp.449-452
    Description: Referral programs have become a popular tool to use the customer base for new customer acquisition. We replicate the work of Schmitt et al. ( ) who find that referred customers are more loyal and valuable than customers acquired through other channels. While our results confirm that rewarded referrals indeed reduce the risk of customer churn, we do not find that referred customers are necessarily more valuable. Analysis of the relationship between senders and receivers of referrals demonstrates that demographic similarity drives the referred customer value.
    Keywords: Customer Lifetime Value ; Referral Rewards ; Customer Acquisition ; Financial Services ; Business
    ISSN: 0167-8116
    E-ISSN: 1873-8001
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  • 10
    Language: English
    In: PLoS ONE, 2010, Vol.5(4), p.e10185
    Description: Microalbuminuria is an early lesion during the development of diabetic nephropathy. The loss of high molecular weight proteins in the urine is usually associated with decreased expression of slit diaphragm proteins. Nephrin, is the major component of the glomerular slit diaphragm and loss of nephrin has been well described in rodent models of experimental diabetes as well as in human diabetic nephropathy. ; In this manuscript we analyzed the role of PKC-alpha (PKCα) on endocytosis of nephrin in podocytes. We found that treatment of diabetic mice with a PKCα-inhibitor (GÖ6976) leads to preserved nephrin expression and reduced proteinuria. , we found that high glucose stimulation would induce PKCα protein expression in murine and human podocytes. We can demonstrate that PKCα mediates nephrin endocytosis in podocytes and that overexpression of PKCα leads to an augmented endocytosis response. After PKC-activation, we demonstrate an inducible association of PKCα, PICK1 and nephrin in podocytes. Moreover, we can demonstrate a strong induction of PKCα in podocytes of patients with diabetic nephropathy. ; We therefore conclude that activation of PKCα is a pathomechanistic key event during the development of diabetic nephropathy. PKCα is involved in reduction of nephrin surface expression and therefore PKCα inhibition might be a novel target molecule for anti-proteinuric therapy.
    Keywords: Research Article ; Nephrology ; Nephrology -- Chronic Kidney Disease ; Nephrology -- Renal Physiology
    E-ISSN: 1932-6203
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