Investigating the link between innovation and mainstream adoption: How to identify consumer trends

Cloughton, Carol

doi:10.1016/j.jretconser.2019.101915

Cited by 6 publications

(3 citation statements)

References 31 publications

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“…Nevertheless, the success of new products hinges on communication between potential consumers in a target market regarding the new idea (Rogers, 2003). People’s perceptions of innovations (such as attributes, features, design) trigger feelings and sentiments for individual consumers (Cloughton, 2020). Customers’ experience with new products incorporates a social dimension formulated from the opinions of others regarding new ideas (AbedRabbo et al , 2021; Verhoef et al , 2009).…”

Section: Introductionmentioning

confidence: 99%

Does eWOM influence entrepreneurial firms’ rate of diffusion of innovation?

Ahmad

AlMallah

AbedRabbo

2021

JRME

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Purpose This research aims to investigate the influence of electronic word-of-mouth (eWOM) on the diffusion rate of innovation in the context of entrepreneurial firms in emerging markets. It examines a comprehensive model for the effect of eWOM dimensions (including Content, Intensity, Positive Valence and Negative Valence) on the diffusion of innovations. Thus, it provides new insights on how entrepreneurial firms can use eWOM as a communication tool to facilitate the diffusion rate of innovations in emerging markets. Design/methodology/approach A quantitative approach was adopted, consisting of 215 responses from Jordan. Data were analysed using Linear regression analysis tools. Findings A significant relationship exists between eWOM dimensions (Content, Intensity, Positive Valence and Negative Valence) and the Diffusion Rate of Innovations. In emerging markets, eWOM content highlights critical information regarding consumers’ sentiments towards new products (including features, price, design), which consumers use in judging innovations. Especially when there is a high volume of eWOM about a new product, consumers are likely to gain reassurances regarding their purchase decisions. Specifically, the valence of eWOM (including reviews, complaints and suggestions) generate adoption/risk-aversion attitudes towards new products. Consequently, entrepreneurial firms must carefully analyse eWOM regarding their products and integrate them into their marketing strategy. 10; Originality/value This research extends the eWOM literature by developing a comprehensive model for the effect of eWOM dimensions on the diffusion of innovations. Additionally, it sheds new light on the effect of eWOM valence on consumers’ attitudes towards innovations. Finally, it provides significant theoretical and managerial implications and future research direction to deepen our understanding of the effect of eWOM on entrepreneurial firms.

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Section: Introductionmentioning

confidence: 99%

Does eWOM influence entrepreneurial firms’ rate of diffusion of innovation?

Ahmad

AlMallah

AbedRabbo

2021

JRME

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“…Nicoda [19] noted that with advances in technology and the drive to improve productivity, retailers continue to expand their customer engagement marketing toolbox. The study compares the impact of proactive learning (pre-experience and pre-customer request) and reactive learning (on-demand during experience) on customers' co-production ability (script mastery), the total cost of sales per customer, and customer satisfaction.…”

Section: Augmented Reality As a Tool Of Marketing Influence On The Co...mentioning

confidence: 99%

Marketing tools for the digitalization of trade

et al. 2023

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The Digital Revolution had a significant impact on the sphere of circulation in general, and on trade in particular. The use of online marketing communication tools allows vendors to target their offers and select information or marketing messages based on the individual interests and behavior of consumers. Analyze the impact of digitalization on the marketing activities of trading companies. As a result, the author's approach to the digitalization of trading companies has been developed. This involves the construction and adaptation of the marketing structure in trading companies, which depends on the range of consumer values. The direction for further scientific research by the authors involves studying the impact of marketing tools on the digital processes of trading companies.

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“…Over the last two decades, the relationship between consumer behavior and innovation has garnered much attention in business studies. Extant literature has explored various perspectives, including: consumer attitude toward innovation (Cloughton, 2020;Moreau & Wood, 2019), acceptance of innovation and innovative products (Del Giudice, Nebbia, & Pascucci, 2009;Planing & Britzelmaier, 2011), consumer co-creation for innovation (for e.g. Fernandes & Remelhe, 2016;Potts et al, 2008;Roberts, Hughes, & Kertbo, 2014) and cultural impacts on innovation (for e.g.…”

Section: Innovation and Consumer Behaviormentioning

confidence: 99%

The Sandwich Model Workshop - An Innovative Integrated Teaching Approach for Theory and Practice-Based Knowledge in Marketing

Billore

2021

Marketing Education Review

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This paper presents the Sandwich model workshop, a novel approach that strengthens the integrated pedagogy of theory and practice. Designed to provide academic and industry knowledge in an experiential and layered manner, the workshop is an effort to mitigate previously experienced challenges where simultaneous exposure to theory and practice was not possible. The workshop is based on a cooperation and consensus-driven effort between teachers of the 2-year master's programme in Innovation in a Swedish university and local company partners. The prominent output is that students have an improved opportunity to reflect on the interplay between theory and practice and realize overlapping areas and underlying gaps. This experiential learning also brings teachers closer to industrial perspectives and corporate partners to theorybased perspectives and possibly future employees. The Sandwich model workshop contributes to the ongoing research on creating novel and innovative tools for bridging the gap between education and industry, a highlighted challenge in higher education. The main contribution of the paper is the template of the Sandwich model that educators can use to complement their efforts for enhancing the impact of experiential learning for students at higher education institutions.

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Investigating the link between innovation and mainstream adoption: How to identify consumer trends

Abstract: Research at York St John (RaY) is an institutional repository. It supports the principles of open access by making the research outputs of the University available in digital form.

Cited by 6 publications

References 31 publications

Does eWOM influence entrepreneurial firms’ rate of diffusion of innovation?

Does eWOM influence entrepreneurial firms’ rate of diffusion of innovation?

Marketing tools for the digitalization of trade

The Sandwich Model Workshop - An Innovative Integrated Teaching Approach for Theory and Practice-Based Knowledge in Marketing

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