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Leveraging social network sites for new product launch

Roberts, Deborah L.; Cani, M.; Hughes, M.

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Deborah L. Roberts

M. Cani

M. Hughes


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 realize these opportunities. This paper examines 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.


Roberts, D. L., Cani, M., & Hughes, M. (2017). Leveraging social network sites for new product launch. Industrial Management and Data Systems, 117(10), 2400-2416.

Journal Article Type Article
Acceptance Date Mar 27, 2017
Online Publication Date Feb 13, 2018
Publication Date Jan 1, 2017
Deposit Date Mar 28, 2017
Publicly Available Date Mar 28, 2017
Journal Industrial Management & Data Systems
Electronic ISSN 0263-5577
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 117
Issue 10
Pages 2400-2416
Keywords Social Media; New product launch; Social Networks; Motivation theory; Advertising
Public URL
Publisher URL
Additional Information Publication date given as "2017" only on publisher's website and article PDF. Publisher publication confirmation email to author used for published online date.


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