Unlocking the power of peer influence: Strategies for bridging the adoption chasm in new product diffusion
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DOI: 10.1002/mde.4379
Abstract: New product diffusion relies heavily on interpersonal relationships, yet the adoption chasm between the early adopters and the early majority poses a significant challenge. The pervasiveness of peer influence in social networks presents unique opportunities… read more here.
Keywords: new product; product diffusion; peer influence; influence ... See more keywords
Strategies for new product diffusion: Whom and how to target?
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DOI: 10.1016/j.jbusres.2017.10.010
Abstract: This paper examines the promotional strategies for new product diffusion by leveraging peer effects among consumers. Previous studies have offered conflicting recommendations on whom to target (e.g., influentials, susceptibles, or unsusceptibles) with respect to new… read more here.
Keywords: new product; product diffusion; target; strategies new ... See more keywords