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首页> 外文期刊>International Journal of Research in Marketing >Making new products go viral and succeed
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Making new products go viral and succeed

机译：使新产品迅速传播并取得成功

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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. Published by Elsevier B.V.
机译：为什么某些新产品推出比其他产品更具有病毒性和成功性？这项研究整合了人际沟通和消费者学习的理论，以探讨这一问题。通过分析社交媒体上数以百万计的消费者口碑传播（eWOM）的独特数据集，这些数据涉及2008-2015年期间推出的345种新汽车产品，我们发现，更多创新产品产生的eWOM量更大，但令人惊讶的是积极情绪较低。这些影响的幅度在eWOM通道之间有所不同。但是，使用内容丰富的交流，预发布和联合品牌可以增强（削弱）产品创新对eWOM量（情感）的积极（负面）影响。结果进一步表明，eWOM情绪比eWOM量更能预测新产品的成功。实验结果揭示了更多关于产品创新性如何影响几种产品类别的eWOM指标的见解，并阐明了兴奋和感知风险作为这些影响的机制的作用。该研究为企业设计有效的病毒式营销活动以增强新产品的成功提供了有益的启示。由Elsevier B.V.发布

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