Leveraging Social Network Sites in New Product Development: Opportunity or Hype?

Roberts, Deborah; Candi, Marina

doi:10.1111/jpim.12195

Cited by 90 publications

(99 citation statements)

References 83 publications

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“…This is not too dissimilar to the idea of stratification in which a researcher targets a particular sub-population within the wider population as a whole, for example, by way of a specific channel (e.g., social media, network connections) (Patton, 2002;Tashakkori & Teddlie, 2003). While appreciating the need for a representative sample, we realized that the key demand for the work rested not in the ability to generalize to a population but rather to generalize to theory, because it is the absence of such theoretical framing that has held researchers and managers back from being able to understand why the phenomenon of poor returns from social media activity is so apparent among firms (e.g., Ketonen-Oksi et al, 2016;Marion et al, 2016;Roberts & Candi, 2014;Roberts & Pillar, 2016). Hence, we sought to reach a broad group of people and broadcasted requests widely, adopting a purposive element.…”

Section: Methodology Datamentioning

confidence: 99%

“…Learning that a new product exists is the first step in the adoption process and creating media buzz around a new product is a prime activity as informed customers are needed to start the diffusion process (Lopez & Sicilia, 2013). However, the forces and mechanisms at work are poorly understood (Roberts & Candi, 2014).…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

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Leveraging social network sites for new product launch

Roberts

Candi

Hughes

2017

IMDS

Self Cite

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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.Design/methodology/approach -Hypotheses are tested using data collected using an online survey from a broad sample of SNS users worldwide.Findings -People who spend time on SNSs to be challenged, to escape, or to connect with others are more likely than other users to pay attention to advertisements on SNS. Users that spend time on SNSs in the pursuit of information, to be challenged, or to connect with others are more likely than other users to provide word of mouth reviews and recommendations about products. Research limitations/implications

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Section: Methodology Datamentioning

confidence: 99%

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

Leveraging social network sites for new product launch

Roberts

Candi

Hughes

2017

IMDS

Self Cite

View full text Add to dashboard Cite

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“…They can lead to stronger brand-consumer relationships [24,31,40], higher advertising and transaction fee revenue [33], a better product support and service delivery [41], a more effective market segmentation [42], and new product development [43][44][45][46][47][48].…”

Section: The Development Of Brand Relationship In Online Communitiesmentioning

confidence: 99%

“…Nonetheless, customer demand expanded for the organization's products and services through the expansion of online brand communities' usage [34,48] as well as from the positive word of mouth generated by members of the online community [50] through cultivating consumers' ownership experience in brand communities [31].…”

Section: The Development Of Brand Relationship In Online Communitiesmentioning

confidence: 99%

The Mystique of Customers’ Saturation in Online Brand Communities

Ramadan¹,

Abosag²

2017

Consumer Behavior - Practice Oriented Perspectives

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Most research studies in the area of online brand communities have largely studied the positive aspects of online brand communities, ignoring the negative influences, mainly the growing threat from customers' saturation within these communities. Given the lack of understanding on the concept of customer saturation in online brand communities, this study establishes the necessary early understanding on this important concept by combining various streams of marketing and brand literature as well as information system. This study enhances understanding through the development of five propositions focusing on the role of customers' saturation on (1) customers' experience within online brand communities, (2) brand relationship, and (3) the co-creation of value. The discussion and review of the current literature produces five important propositions. The propositions develop the direction that customer saturation in online brand communities is likely to impact three key areas.

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“…The use of SNSs is deemed advantageous for product launch as it performs two roles in the promotions mix. (9) Hence, advertising students may think that the use of SNS for commercial purpose is necessary to our society and may be a more generous attitude toward SNS privacy. However, there is no research about the differences of attitudes toward SNS privacy according to academic major among undergraduate students.…”

Section: Introductionmentioning

confidence: 99%

Attitudes toward privacy in social network and moral development of nursing students

Kim

2017

Acta paul. enferm.

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Objective: To compare attitudes toward privacy in with social network sites (SNSs) and moral development between undergraduates nursing and advertising students. Methods: Cross-sectional study conducted with 324 nursing students and 209 advertising students selected by convenience sampling method in two universities in South Korea. Data were collected by means of a questionnaire with Likert type responses, and analyzed descriptive and analytical statistics using SPSS. Results: The most posted subject and the most regretted post on their SNS was "pictures of myself". There was no difference in attitudes toward privacy in SNSs and moral development between nursing and advertising students. Most of students were observed in stage 3, a conventional level of moral development. At stage 4 and 5-6 in moral development, the percentages of 4th academic year of college and male students were high. Conclusion: Attitude toward privacy in SNS and moral development of nursing students need to be promoted from conventional to postconventional level.

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Leveraging Social Network Sites in New Product Development: Opportunity or Hype?

Abstract: Leveraging social network sites is high on the list of priorities for a lot of businesses that are eager to find more effective ways to reach, learn about, and engage customers in new product development (NPD)

Cited by 90 publications

References 83 publications

Leveraging social network sites for new product launch

Leveraging social network sites for new product launch

The Mystique of Customers’ Saturation in Online Brand Communities

Attitudes toward privacy in social network and moral development of nursing students

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