Deborah L. Roberts
Leveraging social network sites for new product launch
Roberts, Deborah L.; Cani, M.; Hughes, M.
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. https://doi.org/10.1108/IMDS-11-2016-0472
|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|
|Peer Reviewed||Peer Reviewed|
|Keywords||Social Media; New product launch; Social Networks; Motivation theory; Advertising|
|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.|
leveraging social network sites for new product launch.pdf