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Introduction Strategy for New Products with Positive and Negative Word-of-Mouth
Abstract
Existing innovation diffusion models assume that individual experience with the product is always communicated positively through word-of-mouth. For certain innovations, however, this assumption is tenuous since communicators of the product experience may transfer favorable, unfavorable, or indifferent messages through word-of-mouth. This paper examines a diffusion model for products in which negative information plays a dominant role, discusses its implications for optimal advertising timing policy and presents an application to forecast attendance for the movie Gandhi in the Dallas area.
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Citations
Cited by
Babić Rosario, A., Sotgiu, F., De Valck, K., & Bijmolt, T. H. A. (2016) · Journal of Marketing Research · doi:10.1509/jmr.14.0380 · Cited by 1,073
Park, D.-H., & Kim, S. (2008) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2007.12.001 · Cited by 837
Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies
Hennig-Thurau, T., Wiertz, C., & Feldhaus, F. (2015) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-014-0388-3 · Cited by 434
Working for an Algorithm: Power Asymmetries and Agency in Online Work Settings
Curchod, C., Patriotta, G., Cohen, L., & Neysen, N. (2020) · Administrative Science Quarterly · doi:10.1177/0001839219867024 · Cited by 364
What Is the True Value of a Lost Customer?
Hogan, J. E., Lemon, K. N., & Libai, B. (2003) · Journal of Service Research · doi:10.1177/1094670502238915 · Cited by 275
Metadata
- Authors
- Mahajan, V., Muller, E., & Kerin, R. A.
- Venue
- Management Science
- Published
- 1984-12
- Volume
- 30
- Issue
- 12
- Pages
- 1389-1404
- ISSN
- 0025-1909 (ISSN-L)
- 1526-5501
- OpenAlex
- W2156069601
- Cited by
- 387
- References
- 0
- FWCI
- 4.80
- Type
- journal article
- Language
- en
- Open access
- closed
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- Mahajan, V., Muller, E., & Kerin, R. A. (1984). Introduction Strategy for New Products with Positive and Negative Word-of-Mouth. Management Science. https://doi.org/10.1287/mnsc.30.12.1389
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
