Promotional Campaign Duration and Word of Mouth in Solar Panel Adoption-Reference-Cited by-同舟云学术

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Promotional Campaign Duration and Word of Mouth in Solar Panel Adoption

Published:2024-01-17 Issue: Volume: Page:
ISSN:0732-2399
Container-title:Marketing Science
language:en
Short-container-title:Marketing Science

Author:

Bollinger Bryan¹^ORCID,Gillingham Kenneth²³,Lamp Stefan⁴,Tsvetanov Tsvetan⁵

Affiliation:

1. New York University, Stern School of Business, New York, New York 10012;

2. Yale University, New Haven, Connecticut 06511;

3. National Bureau of Economic Research, Cambridge, Massachusetts 02138;

4. Toulouse School of Economics, University of Toulouse Capitole, 31080 Toulouse, France;

5. University of Kansas, Lawrence, Kansas 66045

Abstract

This paper highlights the role of the duration of promotional campaigns that leverage word of mouth on long-term solar adoption rates after the campaigns conclude.

Publisher

Institute for Operations Research and the Management Sciences (INFORMS)

Link

https://pubsonline.informs.org/doi/pdf/10.1287/mksc.2022.0243

Reference40 articles.

1. No margin, no mission? A field experiment on incentives for public service delivery

2. Decay radius of climate decision for solar panels in the city of Fresno, USA

3. What Drives Immediate and Ongoing Word of Mouth?

4. Peer Effects in the Diffusion of Solar Photovoltaic Panels

5. Peer Effects in Residential Water Conservation: Evidence from Migration

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