網(wǎng)站設計外文翻譯---社交網(wǎng)站：定義、歷史以及內(nèi)涵-其他專業(yè)-預覽頁
【正文】 rn, new members send invitations to their works, and so on. Thus, invitations (., WOM referrals) have been the foremost driving force for sites to acquire new members. As social working sites mature, they may begin to increase their use of traditional marketing tools. Therefore, management may begin to question the relative effectiveness of WOM at this stage. The objective of this research is to develop and estimate a model that captures the dynamic relationships among new member acquisition, WOM referrals, and traditional marketing activities. In doing so, we offer several contributions. First, we are among the first to link observed WOM directly to new customer acquisition. Second, we show how toincorporate both the direct effects and the indirect effects of WOM and traditional marketing actions (., a marketing action increases WOM activity, which in turn increases new member acquisition). We empirically demonstrate, for our data set, the endogeneity among new member signups and these marketing variables. This highlights the need to account for these indirect effects to avoid biased estimates for both WOM and traditional marketing effects. Third, we quantify and contrast the immediate and longterm elasticities of WOM and traditional marketing actions. In particular, we document strong carryover effects for WOM in our data. Finally, we attach an estimated moary value to each WOM referral, providing an upper bound to the financial incentive management might consider offering for WOM referrals. Indeed, the practice of seeding or stimulating WOM has grown rapidly, but quantifying the effectiveness of this activity remains difficult (., Godes and Mayzlin 2021). We anize the remainder of this article as follows: We begin by summarizing previous research to help put our contributions in perspective. We then describe our modeling approach. Next, we present our empirical analysis of the data from a collaborating Inter social working site and offer implications for theory and managers. In particular, we find that WOM referrals strongly affect new customer acquisitions and have significantly longer carryover than traditional forms of marketing used by the firm (21 days versus 3 to 7 days). We estimate a longterm elasticity for WOM of .53—approximately 20–30 times higher than the elasticities for traditional marketing. 口碑營銷 Vs傳統(tǒng)營銷：以 對 社交網(wǎng)站 的研究 為例 作者： Michael Trusov,Randolph E. Bucklin,Koen Pauwels. 網(wǎng)絡站點目前的經(jīng)驗依據(jù)是在增加公司業(yè)績中時間的推移與口碑傳播的有效性。 ”因此，重要的是要了解口碑營銷是否是真正有效的，如果是的話，又如何與傳統(tǒng)的 營銷活動的影響相比較。因此，邀請函（即口碑轉(zhuǎn)介）已成為獲得新成員對網(wǎng)站的首要推動力。 首先，我們首次直接觀察到的是口碑鏈接和新客戶獲取。第三，我們量化和對比口碑營銷和傳統(tǒng)營銷行動的長期的彈性。下一步，我們目前合作的互聯(lián)網(wǎng)社交網(wǎng)絡站店，并提供理論和管理人員的影響數(shù)據(jù)的
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