ABSTRACT
This chapter emphasizes on a study of hundreds of seeded word-of-mouth (WOM) marketing campaigns for specific products and looks at the WOM-generating consequences of the seeding efforts. The rise of connected mobile devices and social media, more recently, have rapidly advanced the field of marketing, particularly on the practice side. For example, Bart, Andrew T. Stephen, and Sarvary study mobile advertising field experiment data to work out which types of mobile ads work and why. Even though mobile ads change, the findings are rooted in human psychology and shed light on how people process tiny bits of marketing information displayed on their relatively small smart-phone screens. Despite the ongoing evolution of influencer marketing, the findings help marketers know what to expect based on an understanding of the underlying consumer psychology. The chapter concludes that there is much left to understand about the digital marketing world and where it is heading.
