Optimal promotion planning for a product launch in the presence of word-of-mouth

2022 ◽  
Vol 64 ◽  
pp. 102821
Author(s):  
Saeide Bigdellou ◽  
Shirin Aslani ◽  
Mohammad Modarres
Keyword(s):  
Word Of Mouth ◽  
Product Launch ◽  
Promotion Planning

scholarly journals Leveraging social network sites for new product launch

2017 ◽  
Vol 117 (10) ◽  
pp. 2400-2416 ◽  
Author(s):  
Deborah Lynn Roberts ◽  
Marina Candi ◽  
Mathew Hughes
Keyword(s):  
Social Network ◽  
Online Survey ◽  
Word Of Mouth ◽  
Social Network Sites ◽  
New Product ◽  
Product Launch ◽  
Societal Implications ◽  
Media Campaigns ◽  
Content Type ◽  
New Product Launch

Purpose The ability to make use of social network sites (SNSs) to promote new products and facilitate positive word of mouth around new product launch (NPL) presents an important opportunity. However, the mechanisms and motivations of SNS users are not well understood and businesses frequently fail to realise these opportunities. The purpose of this paper is to examine some of the forces that motivate people to spend time on SNS sites and how these motivations are related with people’s propensity to engage in behaviours that can be beneficial for NPL. Design/methodology/approach Hypotheses are tested using data collected using an online survey from a broad sample of SNS users worldwide. Findings People who spend time on SNSs to be challenged, to escape, or to connect with others are more likely than other users to pay attention to advertisements on SNS. Users that spend time on SNSs in the pursuit of information, to be challenged, or to connect with others are more likely than other users to provide word of mouth reviews and recommendations about products. Research limitations/implications The authors make an empirical contribution to knowledge by providing evidence about the categories of user motivations for engagement with SNSs that might be related with their contributions to NPL activities, namely, paying attention to advertisements and providing WOM recommendations. Practical implications By understanding what motivates SNS users, firms can identify potentially valuable users and develop a more strategic and targeted approach to NPL. This can help firms turn disappointing social media campaigns into more successful ones. Social implications Whilst the growth in usage of SNS has important implications for business and NPL there are also wider societal implications. Arguably, even before the widespread adoption of SNSs, society has been in a state of flux and transition as people sought to liberate themselves from the norms and social codes of previous generations. We have witnessed a rise of individualism, associated with values such as personal freedom and where people actively construct their own identities. Somewhat ironically, individualism has motivated people to seek alternative social activities and form communities, such as those on SNSs where they can fulfil their need for connection and belonging. SNSs appear to have accelerated this trend. Originality/value This study provides new insights about the use of SNSs for NPL and what motivates users to engage in behaviours that are beneficial to NPL.

scholarly journals Seeding strategies for new product launch: The role of negative word-of-mouth

PLoS ONE ◽  
2018 ◽  
Vol 13 (11) ◽  
pp. e0206736
Author(s):  
Fang Cui ◽  
Hai-hua Hu ◽  
Wen-tian Cui ◽  
Ying Xie
Keyword(s):  
Word Of Mouth ◽  
New Product ◽  
Negative Word ◽  
Product Launch ◽  
New Product Launch

Word of Mouth

PsycCRITIQUES ◽  
2010 ◽  
Vol 55 (52) ◽  
Author(s):  
Thomas F. Cloonan
Keyword(s):  
Word Of Mouth

The Effect of Time of Message on the Emotional Content of Word-of-Mouth

2014 ◽  
Author(s):  
Cansu Sogut ◽  
Barbara Bickart ◽  
Frederic Brunel
Keyword(s):  
Word Of Mouth ◽  
Emotional Content

Word-of-Mouth Recruitment Measure

2009 ◽  
Author(s):  
Greet Van Hoye ◽  
Filip Lievens
Keyword(s):  
Word Of Mouth

Strategi Pemasaran Industri Rumah Tangga Arang Tempurung Kelapa (Studi Kasus Pada Industri Rumah Tangga Bapak Abdul Razak Di Cimanggis, Ciputat, Tangerang Selatan)

2018 ◽  
Vol 1 (1) ◽  
pp. 67-73
Author(s):  
Zelivieska Bintang Maharani ◽  
Ratna Pratiwi ◽  
Qory Anissa ◽  
Dwi Ratnasari ◽  
Sugeng Waluyo ◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Technology Utilization ◽  
Marketing Activities ◽  
Home Industries ◽  
Industrial Strength

In South Tangerang city, there are many home industries producing charcoal shell. One of the industry is practiced by Mr. Abdul Razak in Ciputat District. According to some studies, in general the home industry is facing many problems, one of which is a weak in marketing strategy. Based the information, this article reports the marketing strategies implemented by the industry. With SWOT approach, we informed that the position of industrial strength lies in good relationships with suppliers. And the weakness is that the marketing activities carried out only through word of mouth. We recommend that the industry need to consider the using of banners or internet-based technology utilization for the marketing strategies.

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