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

• DOI: 10.1016/j.jbusres.2022.03.007
• Publication Date: 2022-03-11T11:20:14Z
• Authors: Fabian Eggers; Hans Risselada; Thomas Niemand; Sebastian Robledo
• Keywords: Dyad; Qualitative Comparative Analysis; Position (finance)

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.