Getting customers to spread the word about a new product through their social or professional networks is a hot strategy in the marketing world. But how do companies find the right individuals to deliver the message? New research by Wharton marketing professors Raghuram Iyengar and Christophe Van den Bulte finds that traditional targets may not be so influential.
Authors: Christophe Van den Bulte, Raghuram Iyengar
Subject: Marketing / Sales