The power of product recommendation networks
G Oestreicher-Singer… - MIT Sloan Management …, 2017 - search.proquest.com
MIT Sloan Management Review, 2017•search.proquest.com
… In some cases, the products in the recommendation network that were not the focus of
the initial publicity accounted for nearly 90% of the overall estimated revenue bump that
would come from increased demand. In other words, … First, companies should reconsider
how they spend their advertising dollars, developing advertising strategies that maximize
marketing impact across a network rather than thinking in terms of a specific item. Second,
the product recommendation network can provide marketers with valuable information …
the initial publicity accounted for nearly 90% of the overall estimated revenue bump that
would come from increased demand. In other words, … First, companies should reconsider
how they spend their advertising dollars, developing advertising strategies that maximize
marketing impact across a network rather than thinking in terms of a specific item. Second,
the product recommendation network can provide marketers with valuable information …
Abstract
Much as relationships in social networks have been analyzed to understand and influence how ideas flow among people, researchers wondered whether it might be possible to use the structure of product recommendation networks online to understand or influence
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