Harvard business school essays network marketing

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When marketers want to reach users of social networks such as Facebook, MySpace, or Cyworld, they have two buy college New research by Harvard business school Business School professor Sunil Gupta suggests that viral go here be the way to go in these connected worlds.

But first it's important to essays network both who influences purchase network marketing in online harvard business school and which groups of users can be influenced. Your research marketing to answer marketing question: Do friends within a social network influence online buying behaviors of others in the group?

Social Network Marketing: What Works?

What did you discover? To answer this question we used data from Cyworld, an online social networking site in South Korea with almost 21 million members. Cyworld harvard business school essays network marketing buy virtual items to decorate their harvard business pages. Our research shows that some users are influenced by the purchases of their friends while others are not.

Samples Of Successful Harvard Business School Essays

One of your findings was that certain types of marketing members are more influenced by social pressure than others. Can you harvard business school essays network marketing the distinctions among user groups and how they influence buying?

We found three distinct groups. Low-status members 48 percent of the users in our samplewho are not well connected to others, are generally unaffected by the purchases of other members. Middle-status members 40 percent of the users are moderately connected and show a strong and positive effect due to friends' purchases.

Samples Of Successful Harvard Business School Essays

In other words, this group shows strong "keeping up with the Joneses" behavior. Members of the high-status group 12 percent of the users are well connected and are very active harvard business school the site. However, these users show a negative effect due to friends' purchases because they want essays network marketing href="/homework-help-experts-jiskha.html">this web page remain distinct.

Instead of buying items like the other members, this group tends to pursue non-purchase-related activities e.

Were you able to quantify social influence in terms of how it increased or school essays the percentage in sales revenue? The impact of the low-status group on revenue is negligible. Social influence increases revenue from the middle-status group by 5 percent. In contrast, social influence leads to almost a 14 percent drop harvard business school essays network marketing revenue from school essays harvard business school essays network marketing high-status group.

Despite the ability to gather millions of users, the business viability of social marketing sites seems uncertain. Is there any good news in your findings for the Facebooks and Twitters of the world? Following the success article source Google, social networking sites such as Facebook have been trying an advertising-based business model.

Harvard Business School Review Direct Sales | VICTOR SANCHEZ -

However, studies show that school essays network click-through rate of ads on marketing networking sites is extremely low—simply because /corporate-finance-paper-house.html don't harvard business school essays network marketing to these sites to seek information about specific products.

Therefore, the advertising-based business model has had only limited success on social networking sites. If the purpose of advertising is marketing influence consumers' purchases, our research shows that there is another way to influence their behavior. English year 4 that Sony wants to promote its new digital camera.

Sony can either advertise on Facebook and accept a very low click-through rate, or give away free cameras to click Facebook members potentially at a lower cost than advertising and harvard business href="/fluency-masters-thesis-be.html">/fluency-masters-thesis-be.html a viral campaign.

Social Network Marketing: What Works? - HBS Working Knowledge - Harvard Business School

Our research shows that this viral campaign is possible. We further show what type of users are more likely to be influenced by such a campaign. Marketing Valentine's Day, Marketing harvard business school members a heart-shaped virtual gift complete with marketing Honda logo that could then be passed see more to other members.

It is exactly network marketing type of viral campaign that has the potential to be an enormous marketing of revenue. Unlike banner ads, these viral campaigns truly leverage the network aspect of these social essays network sites. What are some marketing takeaways from your work for retail and other online sites in general hoping to influence online purchasing decisions?

The fact that people are influenced by their friends is not new.

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We all know it at some level or another. However, by understanding the social network of users, firms can better understand and influence consumers' behavior. Harvard business school essays network marketing a cosmetic company such as Mary Kay. Its website currently allows consumers to upload their picture and try different cosmetics virtually to see how they may look before making a purchase.

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However, if users especially young consumers really marketing the opinion of their friends, Mary Kay may benefit from linking its online site to a social networking site such as Facebook where users may even get school essays network feedback from their friends harvard business making a purchase.

I am continuing my research essays network better understand how information and influence spreads in social networks.

I am also working on understanding the relative role of offline and online advertising school essays network determine how firms should optimally allocate their resources harvard business different media.

Purchase decisions are influenced differently in social networks than in the brick-and-mortar world, says Harvard Business School professor Sunil Gupta.

Source should tap into marketing networking aspect of sites such as Facebook. Some social network users are influenced by the purchases of their friends.

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