Spillover effect

About: Spillover effect is a research topic. Over the lifetime, 7869 publications have been published within this topic receiving 167367 citations.

Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns

Abstract: Seeded marketing campaigns (SMCs) involve firms sending product samples to selected customers and encouraging them to spread word of mouth (WOM). Prior research has examined certain aspects of this increasingly popular form of marketing communication, such as seeding strategies and their immediate efficacy. Building on prior research, this study investigates the effects of SMCs that extend beyond the generation of WOM for a campaign’s focal product by considering how seeding can affect WOM spillover effects at the brand and category levels. The authors introduce a framework of SMC-related spillover effects, and then empirically estimate these with a unique dataset covering 390 SMCs for products from 192 different cosmetics brands. Multiple spillover effects are found, suggesting that while SMCs can indeed be used primarily to stimulate WOM for a focal product, marketers must also account for brand- and category-level WOM spillover effects. Specifically, product seeding increases conversations about that product among non-seed consumers, and, interestingly, decreases WOM about other products from the same brand and about competitors’ products in the same category as the focal product. These findings indicate that marketers can use SMCs to focus online WOM on a particular product by drawing consumers away from talking about other related, but off-topic, products.

Foreign Direct Investment – Growht Nexus: A Review of The Recent Literature

Abstract: This paper reviews the literature dealing with the effects of FDI on Growth. Numerous empirical studies have been conducted to investigate whether growth is influenced by FDI. The overall evidence is best characterized as mixed as the results are regarding to the importance of labor costs, openness, investment climate, countries considered (developed vs developing) and fiscal incentives. However, free trade zones, trade regime, the human capital base in the host country, financial market regulations, banking system, infrastructure quality, tax incentives, market size, regional integration arrangements and economic/political stability are very important determinant for FDI that creates a positive impact on overall economic growth. In summary, consensus has been reached among academia and practitioners that FDI tends to have significant effect on economic growth through multiple channels such as capital formation, technology transfer and spillover, human capital (knowledge and skill) enhancement, and so on.

Modelling the demand for M3 in the Euro area

Abstract: Modelling monetary transmission is central to understanding the role of monetary policy in the Euro area, and money demand is commonly seen as a link in that transmission mechanism. Since the beginning of the 1990s, many studies have suggested that the demand for Euro area broad money is stable over the long run because the estimation of an area-wide demand for money function provides an appropriate solution to a number of potential causes of misspecification of the single-country relations (such as spillover effects and currency substitution), and enjoys the positive consequences of a statistical averaging effect. On the other side, it must be stressed that previous benefits can be achieved at the risk of introducing parameter heterogeneity into the area-wide relationship. In order to shed some light on the issue, this study is first devoted to an analysis of the main econometric features of the money M3 demand at Euro area and single country levels, then it compares the two sets of results in a common f...

Modeling Global Spillover of New Product Takeoff

Abstract: This article examines the global spillover of foreign product introductions and takeoffs on a focal country's time to takeoff, using a novel data set of penetration data for eight high-tech products across 55 countries. It shows how foreign clout, the susceptibility to foreign influences, and intercountry distances affect global spillover patterns. The authors find that foreign takeoffs, but not foreign introductions, accelerate a focal country's time to takeoff. The larger the country, the higher its economic wealth, and the more it exports, the more clout it has in the global spillover process. In contrast, the poorer the country, the more tourists it receives, and the higher its population density, the more susceptible it is to global spillover effects. Cross-country spillover effects are stronger the closer the countries are to one another, both geographically and economically, but not necessarily in terms of culture. The model the authors develop also quantifies the spillover between each co...