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- W1975786965 abstract "Purpose – The purpose of this paper is to focus on the pricing strategy for viral marketing in the context of the hotel industry and propose three typical price‐network size schedules to be tested. The paper further proposes controlled experiments in hotel industry context to examine the performance of those schedules.Design/methodology/approach – A simulated hotel booking web site with basic reservation functions will be constructed. Participants should be randomly drawn and asked to encourage their friends from social networks to book with the participant to achieve a better price. Each participant will be given a special promotion code embedded with different pricing information. The number of customers attracted, total revenue and time to achieve a sell‐out was collected after the experiments.Findings – These were the expected performance differences associated with different network pricing strategies in the viral marketing campaigns.Research limitations/implications – Since participants do not need ..." @default.
- W1975786965 created "2016-06-24" @default.
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- W1975786965 date "2010-10-08" @default.
- W1975786965 modified "2023-09-28" @default.
- W1975786965 title "Harness the power of viral marketing in hotel industry: a network discount strategy" @default.
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- W1975786965 doi "https://doi.org/10.1108/17579881011078368" @default.
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