Referral campaigns for software startups: The impact of network characteristics on product adoption

被引：22

作者：

Eggers, Fabian ^{[1
]}

Risselada, Hans ^{[2
]}

Niemand, Thomas ^{[3
]}

Robledo, Sebastian ^{[4
]}

机构：

[1] Menlo Coll, Dept Mkt, 1000 Camino Real, Atherton, CA 94027 USA

[2] Univ Groningen, Fac Econ & Business, Dept Mkt, POB 800, NL-9700 AV Groningen, Netherlands

[3] Tech Univ Clausthal, Inst Management & Econ, Albrecht von Groddeck Str 7, D-38678 Clausthal zellerfeld, Germany

[4] Univ Catolica Luis Amigo, Fac Management Sci, Program Management, Carrera 22 67A-49, Manizales, Colombia

来源：

JOURNAL OF BUSINESS RESEARCH | 2022年 / 145卷

关键词：

Startups; Go-to-market strategies; Referral campaigns; Internet enabled software; Fuzzy-set Qualitative Comparative Analysis; WORD-OF-MOUTH; INNOVATION DIFFUSION; TECHNOLOGY ADOPTION; SOCIAL NETWORK; CUSTOMER; TRUST; QCA; STRATEGIES; SERVICE; MODEL;

D O I：

10.1016/j.jbusres.2022.03.007

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This manuscript investigates if and how startups can utilize referral campaigns to increase Internet enabled software adoption. It is analyzed how geographic proximity, tie strength and status differences between referrer and referee and the sender's network position impact adoption success. This study complements a complete diffusion dataset of a startup launching Internet enabled software with user survey data on dyad characteristics. Using fuzzy-set Qualitative Comparative Analysis, we show that there are different combinations of network position and dyad characteristics that facilitate adoption success. Results reveal that referral campaigns provide a feasible go to market strategy for software startups.

引用

页码：309 / 324

页数：16

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