SMM Chapter 9: Using Earned Social Media – Seeding and Viral Marketing; Chapter 15 Case Study

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Learning Objectives

After reading this chapter, students should be able to

• Understand the concept of seeding.
• Explain what being viral means.
• Understand the importance of accounting for spillovers in viral marketing campaigns.
• Describe relative advantages of different methods of choosing seeds.
• Explain how to incentivize seeds.
• Explain the concept of spillovers from viral marketing campaigns.