Leveraging social network sites for new product launch

Roberts, Deborah; Candi, Marina; Hughes, Mathew

doi:10.1108/imds-11-2016-0472

Cited by 24 publications

(27 citation statements)

References 95 publications

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“…Understanding what motivates virtual community members and drives behaviours is seen as vital (Roberts, et al, 2017), in order to understand and influence activities such as co-creation (Candi, et al, 2018;Marion, et al, 2016) and WtP. Mathwick (2002) divides behaviours into exchangeoriented and communally-oriented social norms.…”

Section: Motivationmentioning

confidence: 99%

Overcoming the monetization challenge in freemium online games

Beltagui¹,

Schmidt

Candi

et al. 2019

IMDS

Self Cite

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Purpose Online games based on a freemium business model face the monetization challenge. The purpose of this paper is to examine how players’ achievement orientation, social orientation and sense of community contribute to willingness to pay (WtP). Design/methodology/approach A multi-method study of an online game community is used. Interviews and participant observation are used to develop an understanding of social and achievement orientations followed by the development of hypotheses that are tested using survey data. Findings The findings indicate that a sense of community is positively related to WtP, whereas satisfaction or dissatisfaction with the service provider is not. The authors examine the moderating role of players’ achievement orientation and social orientation and find that while a stronger connection to the community may encourage achievement-oriented players to pay, the opposite is indicated for socially oriented players. Practical implications Decision makers need to understand that not all players are potential payers; while socially oriented users can help to maintain and grow the community, achievement-oriented players are more likely to pay for the value they extract from the community. Originality/value While communities are held together by people with common interests, which intuitively suggests that WtP increases with the strength of connection to the community, the authors find this only applies in the case of players with an achievement orientation. For those with a social orientation, WtP may actually decrease as their connection to the community increases. These perhaps counter-intuitive findings constitute a novel contribution of value for both theory and practice.

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Section: Motivationmentioning

confidence: 99%

Overcoming the monetization challenge in freemium online games

Beltagui¹,

Schmidt

Candi

et al. 2019

IMDS

Self Cite

View full text Add to dashboard Cite

show abstract

“…Also, this is the phase where consumers come in contact with the final product for the first time and share their experiences, concerns, feedback, like/dislike with other customers and with the firm. Despite being one of the critical stages in the new product development process, research in the area of new product launch is infantile [19], [34].…”

Section: Social Media and The Launch Phase Of New Productmentioning

confidence: 99%

“…Few studies also highlight the important role social media can play in the process of new product development (NPD) [17], [18]. However, the past literature offers a limited number of studies which focuses on the use of social media for the launch or commercialization of new product [19]. The present study aims to bridge this gap and introduces popular categories of social media platforms available in the launch phase of NPD.…”

Section: Introductionmentioning

confidence: 97%

Social Media for New Product Launch: A Study of Social Media Platforms Across the RACE Planning Framework

Rautela

2021

Int. J. Interact. Mob. Technol.

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<span>The world of marketing communication has been transformed completely by the presence of the internet and internet-enabled platforms. Today, the internet and related platform are home to massive amounts of human dialogues. Human interaction has changed drastically because of the presence of a wide variety of web-based platforms and the proliferation of media. Social Media- a Web 2.0 enabled platform has become an integral part of human life. Also, businesses have started actively participating in these platforms as they have found their users spending a substantial amount of time on these platforms. Thus, social media has become a part of digital marketing which involves the use of a wide variety of digital technologies and digital media to connect to the audience. The RACE i.e. the Reach Act Convert Engage digital marketing framework is a popular infographic, introduced to aid marketers to plan and manage the digital marketing related activities in a more organized manner. The present study aims at exploring the usage of social media at the launch or the commercialization phase of new product development. To fulfill this objective the study uses the RACE digital Planning framework. The study also aims at highlighting the most popular alternatives of social media in each category of the RACE Planning framework in the launch phase of NPD.</span>

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“…The proliferation of social media platforms has enabled entrepreneurs to better connect with their customers and to engage them in the development of new products and product launches. For example, Aral and Dellarocas (2013) and Roberts et al (2017) have indicated this fact. The IoT is often used to sell products, automate workflows and engage with consumers (Valacich and Schneider 2018).…”

Section: Introductionmentioning

confidence: 95%

Developing a Digital Entrepreneurial Mindset for Data-Driven, Cloud-Enabled, and Platform-Centric Business Activities: Practical Implications and the Impact on Society

Soltanifar

Smailhodžić

2020

Future of Business and Finance

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The term ‘digital’ concerns not only technology but also people. This chapter emphasises the necessity of adopting a digital entrepreneurial mindset when operating in a digitised world. The chapter proposes a definition of a digital entrepreneurial mindset that is rooted in cognitive psychology, organisation theory and entrepreneurship literature. We also focus on the five trends that are shaping the digital future: mobile computing, cloud computing, social media, the Internet of Things and Big Data. The chapter discusses the challenges and opportunities that pervasive digitalisation offers for designing new digital business models and changing interactions with customers. Discussing the success stories of Domino’s Tesco and Tate Art Galleries helps to examine data-driven, cloud-enabled, platform-centric business activities, for which developing a digital entrepreneurial mindset is the first step towards success in the digital age. Collectively, the aforementioned cases suggest that businesses that rely on a digital entrepreneurial mindset enjoy better financial performance. Both managers and employees in these companies have shown the inclination and ability to discover, evaluate and exploit opportunities emerging from digital technologies. This chapter also provides a practical guide for entrepreneurs on the steps they can take to encourage a digital entrepreneurial mindset throughout their entire organisations. Finally, we elaborate on the practical implications of adopting a digital entrepreneurial mindset and its impact on society.

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Leveraging social network sites for new product launch

Cited by 24 publications

References 95 publications

Overcoming the monetization challenge in freemium online games

Overcoming the monetization challenge in freemium online games

Social Media for New Product Launch: A Study of Social Media Platforms Across the RACE Planning Framework

Developing a Digital Entrepreneurial Mindset for Data-Driven, Cloud-Enabled, and Platform-Centric Business Activities: Practical Implications and the Impact on Society

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