Sales · Randomized CRM field experiment with network/social-connection analysis.
Beyond the Target Customer: Social Effects of Customer Relationship Management Campaigns
Journal of Marketing Research · 2017
Summary
Targeting customers affected the behavior of their social connections, showing CRM campaign effects beyond directly targeted customers.
For your marketing
Possible founder application
Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
Reported result
What the study found
Targeting customers affected the behavior of their social connections, showing CRM campaign effects beyond directly targeted customers.
Research question
What the authors investigated
Do CRM campaigns affect people connected socially to the targeted customer?
Design
Randomized CRM field experiment with network/social-connection analysis.
Sample and setting
Nearly 6,000 customers of a mobile telecommunications provider and their social connections.
Scope and transfer
Limitations to keep in view
Mobile telecom network and social ties are context-specific; the abstract does not establish that all CRM campaigns generate spillovers.
Research sources
Publisher search result states randomized field experiment, nearly 6,000 customers and social effects. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.