german researchers oliver hinz of universität darmstadt, bernd skiera of university of frankfurt, and christian barrot and jan u. becker of kühne logistics university, argue that seeding strategies have strong influence on the success of viral marketing campaigns. the results propose that seeding to well-connected people is the most successful approach because these attractive seeding points are more likely to participate in viral marketing campaigns. well-connected people also actively use their greater reach but do not have more influence on their peers than do less connected people.