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

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

*Bijbehorende auteur voor dit werk

OnderzoeksoutputAcademicpeer review

13 Citaten (Scopus)
225 Downloads (Pure)

Samenvatting

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.

Originele taal-2English
Pagina's (van-tot)309-324
Aantal pagina's16
TijdschriftJournal of Business Research
Volume145
DOI's
StatusPublished - jun.-2022

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