Sheth Foundation/Journal of Marketing Award

The 2018 Sheth Foundation/Journal of Marketing Award was presented to Oliver Hinz, Bernd Skiera, Christian Barrot and Jan U. Becker for their article, “Seeding Strategies for Viral Marketing: An Empirical Comparison,” which appeared in the November 2011 issue (Volume 75, No. 6) of the Journal of Marketing. The authors compare four seeding strategies and find that the best seeding strategies can be up to eight times more successful than other seeding strategies. Seeding to well-connected people is the most successful approach because these attractive seeding points are more likely to participate in viral marketing campaigns.

Oliver Hinz is the Chair of Information Systems and Information Management, Goethe University Frankfurt.

Bernd Skiera is the Chaired Professor of Electronic Commerce, Department Marketing at Goethe-University of Frankfurt.

Christian Barrot is the Dean of Programs and Professor of Marketing and Innovation at Kühne Logistics University.

Jan Becker is a Professor of Marketing and Service Management at Kühne Logistics University.

The Sheth Foundation established the Sheth Foundation/Journal of Marketing Award in 2001, under the umbrella of the American Marketing Association Foundation (AMAF). The award honors the best article published in the Journal of Marketing that has made long-term contributions to the field of marketing. An article will be eligible for consideration to receive the Sheth Foundation/Journal of Marketing award in the sixth through tenth years after its publication in the Journal of Marketing.

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