Seeding as part of the marketing mix: word-of-mouth program interactions for fast-moving consumer goods F Dost, U Phieler, M Haenlein, B Libai Journal of Marketing 83 (2), 62-81, 2019 | 123 | 2019 |
Supporting the adoption funnel with differential effects from traditional advertising, online displays, and a micro-influencer campaign F Dost, U Phieler ICIS 2018 Proceedings, 1-17, 2018 | 3 | 2018 |
How To Set Up Seeded Marketing Campaigns with Offline‒Focused Nano‒Influencers That Create Activity, Sales, & Return‒On‒Investment U Phieler, F Dost AMA Winter Academic Conference, 2023 | | 2023 |
Seeding Done Right: Designing Effective Seeded Marketing Campaigns In Light Of Brand Context Effects U Phieler, F Dost INFORMS Marketing Science Conference, 2019 | | 2019 |
Integrating Seeded Marketing Campaigns into the Marketing Plan F Dost, U Phieler, M Haenlein 47th EMAC Annual Conference, 2018 | | 2018 |
How Seeded Marketing Campaign Size, Content, and Duration Drive Sales U Phieler, F Dost 47th EMAC Annual Conference, 2018 | | 2018 |