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• W2896854830 abstract "Why are some new product introductions more viral and successful than others? This research integrates theories of interpersonal communication and consumer learning to explore this question. Analyzing a unique data set of millions of consumer word-of-mouth transmissions (eWOM) on social media regarding 345 new automobile products introduced during 2008–2015, we find that more innovative products generate more eWOM volume but surprisingly less positive sentiment. These effects vary in magnitude across eWOM channels. However, the use of rich-content communication, pre-announcement, and cobranding strengthens (weakens) the positive (negative) effect of product innovativeness on eWOM volume (sentiment). The results further indicate that eWOM sentiment is a stronger predictor of new product success than eWOM volume. Experimental results reveal more insights into how product innovativeness influences eWOM metrics in several product categories and shed light on the role of excitement and perceived risk as mechanisms underlying these effects. The research offers useful implications for firms to design effective viral marketing campaigns to enhance new product success." @default.
• W2896854830 created "2018-10-26" @default.
• W2896854830 creator A5090195835 @default.
• W2896854830 creator A5090539147 @default.
• W2896854830 date "2019-03-01" @default.
• W2896854830 modified "2023-09-27" @default.
• W2896854830 title "Making new products go viral and succeed" @default.
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• W2896854830 doi "https://doi.org/10.1016/j.ijresmar.2018.09.007" @default.
• W2896854830 hasPublicationYear "2019" @default.
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