網(wǎng)站設(shè)計外文翻譯---社交網(wǎng)站：定義、歷史以及內(nèi)涵-其他專業(yè)(存儲版)
【正文】 s 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)絡站點此功能通常包括“離線消息”，不同網(wǎng)站采用各種不同的標簽 。 加入一個社會網(wǎng)絡站點后，用戶會被提示在該識別系統(tǒng)中有哪些有聯(lián)系的用戶。大多數(shù)網(wǎng)站還鼓勵用戶上傳個人照片。這可能會導致人與人之間的聯(lián)系無法實現(xiàn)，但這往往不是目標，這些聯(lián)系經(jīng)常是一些分享一些脫機聯(lián)系的“關(guān)系鏈”（ Haythornthwaite 2021年）。 instead, they are primarily municating with people who are already a part of their extended social work. To emphasize this articulated social work as a critical anizing feature of these sites, we label them ―social work sites.‖ While SNSs have implemented a wide variety of technical features, their backbone consists of visible profiles that display an articulated list of Friends1 who are also users of the system. Profiles are unique pages where one can ―type oneself into being‖ (Sund233。“ Netwoeking” 強調(diào)關(guān)系的建立，常常發(fā)生在陌生人之間。n， 2021年，第 3頁）。像 MySpace網(wǎng)站， 允許用戶選擇是否希望他們的個人資料是被公眾可見還是“朋友”可見。好友列表包含每個朋友的個人 主頁的鏈接，使訪客通過點擊好友列表，查看好友頁面 。 ，在 1995年推出的學校分支機構(gòu)的目錄，開始支持掛接好友列表后， SNS網(wǎng)站開始流行。這就提出了需要研究企業(yè)如何可以衡量口碑通信和其他形式的口碑營銷的傳播效果。由于社交網(wǎng)站的成熟，他們可能會開始增加他們的傳統(tǒng)營銷工具的使用。特別是我們的文件較強的長尾效應，最后，我們估計貨幣價值附加到每個口碑轉(zhuǎn)介，提供綁定的財政激勵管理的上限可能會考慮提供口碑轉(zhuǎn)介。 指導教師審閱意見： 指導教師簽 名：
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