Referral campaigns for software startups: The impact of network characteristics on product adoption

Fabian Eggers; Hans Risselada; Thomas Niemand; Sebastian Robledo

doi:10.1016/j.jbusres.2022.03.007

Referral campaigns for software startups: The impact of network characteristics on product adoption

Fabian Eggers^*, Hans Risselada, Thomas Niemand, Sebastian Robledo

^*Corresponding author for this work

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Research output: Contribution to journal › Article › Academic › peer-review

18 Citations (Scopus)

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Abstract

This manuscript investigates if and how startups can utilize referral campaigns to increase Internet enabled software adoption. It is analyzed how geographic proximity, tie strength and status differences between referrer and referee and the sender's network position impact adoption success. This study complements a complete diffusion dataset of a startup launching Internet enabled software with user survey data on dyad characteristics. Using fuzzy-set Qualitative Comparative Analysis, we show that there are different combinations of network position and dyad characteristics that facilitate adoption success. Results reveal that referral campaigns provide a feasible go to market strategy for software startups.

Original language	English
Pages (from-to)	309-324
Number of pages	16
Journal	Journal of Business Research
Volume	145
DOIs	https://doi.org/10.1016/j.jbusres.2022.03.007
Publication status	Published - Jun-2022

Keywords

Fuzzy-set Qualitative Comparative Analysis
Go-to-market strategies
Internet enabled software
Referral campaigns
Startups

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Referral campaigns for software startups: The impact of network characteristics on product adoptionFinal publisher's version, 4.06 MBLicence: Taverne

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title = "Referral campaigns for software startups: The impact of network characteristics on product adoption",

abstract = "This manuscript investigates if and how startups can utilize referral campaigns to increase Internet enabled software adoption. It is analyzed how geographic proximity, tie strength and status differences between referrer and referee and the sender's network position impact adoption success. This study complements a complete diffusion dataset of a startup launching Internet enabled software with user survey data on dyad characteristics. Using fuzzy-set Qualitative Comparative Analysis, we show that there are different combinations of network position and dyad characteristics that facilitate adoption success. Results reveal that referral campaigns provide a feasible go to market strategy for software startups.",

keywords = "Fuzzy-set Qualitative Comparative Analysis, Go-to-market strategies, Internet enabled software, Referral campaigns, Startups",

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T2 - The impact of network characteristics on product adoption

AU - Eggers, Fabian

AU - Risselada, Hans

AU - Niemand, Thomas

AU - Robledo, Sebastian

PY - 2022/6

Y1 - 2022/6

N2 - This manuscript investigates if and how startups can utilize referral campaigns to increase Internet enabled software adoption. It is analyzed how geographic proximity, tie strength and status differences between referrer and referee and the sender's network position impact adoption success. This study complements a complete diffusion dataset of a startup launching Internet enabled software with user survey data on dyad characteristics. Using fuzzy-set Qualitative Comparative Analysis, we show that there are different combinations of network position and dyad characteristics that facilitate adoption success. Results reveal that referral campaigns provide a feasible go to market strategy for software startups.

AB - This manuscript investigates if and how startups can utilize referral campaigns to increase Internet enabled software adoption. It is analyzed how geographic proximity, tie strength and status differences between referrer and referee and the sender's network position impact adoption success. This study complements a complete diffusion dataset of a startup launching Internet enabled software with user survey data on dyad characteristics. Using fuzzy-set Qualitative Comparative Analysis, we show that there are different combinations of network position and dyad characteristics that facilitate adoption success. Results reveal that referral campaigns provide a feasible go to market strategy for software startups.

KW - Fuzzy-set Qualitative Comparative Analysis

KW - Go-to-market strategies

KW - Internet enabled software

KW - Referral campaigns

KW - Startups

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DO - 10.1016/j.jbusres.2022.03.007

M3 - Article

AN - SCOPUS:85126009214

SN - 0148-2963

VL - 145

SP - 309

EP - 324

JO - Journal of Business Research

JF - Journal of Business Research

ER -

Referral campaigns for software startups: The impact of network characteristics on product adoption

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