New product adoption in social networks: Why direction matters

Hinz, Oliver; Schulze, Christian; Takac, Carsten

doi:10.1016/j.jbusres.2012.07.005

Cited by 67 publications

(38 citation statements)

References 41 publications

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“…Consumer innovativeness is generally constituted as a consumer's tendency to buy and to adopt new products rather than to stick to previous products, brands, or consumption patterns (Arts, Frambach, and Bijmolt, 2011;Bartels and Reinders, 2011;Hinz, Schulze, and Takac, 2014;Steenkamp, Hofstede, and Wedel, 1999;Venkatraman, 1991). Consumer innovativeness plays a key role in the innovation adoption (R€ ohrich, 2004).…”

Section: The Effects Of Consumer Innovativeness On Afv Adoptionmentioning

confidence: 99%

Ready, Steady, Green: Examining the Effectiveness of External Policies to Enhance the Adoption of Eco‐Friendly Innovations

Heidenreich¹,

Spieth²,

Petschnig³

2017

J of Product Innov Manag

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The development and adoption of eco‐friendly innovations needs to be enhanced to reduce emissions caused by industry and transportation. Companies have been heavily investing in technologies and manufacturing processes to improve the development of eco‐friendly innovations such as alternative fuel vehicles (AFVs). While the long‐term viability of AFVs will be determined by consumer demand, only few consumers are willing to adopt these eco‐friendly innovations. To increase the diffusion of AFVs, it appears crucial to reach a critical mass of adopters and thus the point at which an innovation spreads exponentially through a target market. In this respect, previous research points to the importance of using external policies to turn the early majority into early adopters, which are primarily distinguished by their extent of innovativeness. However, diffusion theory suggests that consumer innovativeness as an innate trait is fairly stable over time and is thus not externally changeable. Yet, external measures might still be effective in strengthening effects of consumer innovativeness, turning the early and perhaps also the late majority into early adopters. Unfortunately, current research on consumer adoption behavior in general and on AFV adoption still lacks studies of the effectiveness of different external measures to turn potential adopters into early adopters by fostering positive effects of consumer innovativeness. This article addresses this shortcoming by empirically analyzing data from 1080 consumer evaluations in the domain of AFVs. Results from structural equation modeling confirm that AFV adoption relates positively to consumer innovativeness and that this effect can be intensified by providing external policies such as infrastructure, incentives, and communication policies.

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Section: The Effects Of Consumer Innovativeness On Afv Adoptionmentioning

confidence: 99%

Ready, Steady, Green: Examining the Effectiveness of External Policies to Enhance the Adoption of Eco‐Friendly Innovations

Heidenreich¹,

Spieth²,

Petschnig³

2017

J of Product Innov Manag

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“…Hereby, social influence can be induced through different forms of interactions, such as one-to-one or one-to-many WOM, observation and/or imitation, and information sharing with advice-seeking individuals (Arndt 1967;Herr et al 1991;Iyengar et al 2011b;Kumar et al 2010a;Libai et al 2013;Nitzan and Libai 2011;Wangenheim and Bayón 2007). Five causes of social influence in networks are discussed in literature (Hinz et al 2014;Iyengar et al 2011b;Kane et al 2014;Van den Bulte and Wuyts 2007): First, information transferred in interactions may increase the awareness of and interest for a topic such as a product (Katz and Lazarsfeld 1955). Second, information about costs and benefits of actions reduces search efforts and uncertainty and therefore increases adaption (Iyengar et al 2011a).…”

Section: Literature Backgroundmentioning

confidence: 99%

Customer lifetime network value: customer valuation in the context of network effects

Däs

Klier

et al. 2017

Electron Markets

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Nowadays customers are increasingly connected and extensively interact with each other using technologyenabled media like online social networks. Hence, customers are frequently exposed to social influence when making purchase decisions. However, established approaches for customer valuation mostly neglect network effects based on social influence. This leads to a misallocation of resources. Following a design-oriented approach, this paper develops a model for customer valuation referred to as the customer lifetime network value (CLNV) incorporating an integrated network perspective. By considering the customers' net contribution to the network, the CLNV reallocates values between customers based on social influence. Inspired by common prestige-and eigenvector-related centrality measures it incorporates social influence among all degrees of separation acknowledging its viral spread. Using a real-world dataset, we demonstrate the practicable applicability of the CLNV to determine individual customers' value.

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“…Tipicamente, combina textos, imagens e links para outros blogs, permitindo interação com consumidores por meio das publicações (Hsu & Lin, 2008), compartilhamento de informações e notícias (Benevenuto et al, 2012), debates através de comentários e reflexões, sendo capaz de influenciar decisões de compra de seus leitores, muitas vezes potenciais consumidores (Hinz et al, 2014).…”

Section: Blogs De Contextos Atrativosunclassified

“…As considerações apresentadas podem ser úteis tanto para blogueiros entrantes e atuantes na rede, que podem analisar ações praticadas por blogueiros de páginas de sucesso e atuar de forma adaptativa, podendo alcançar resultados bem sucedidos de maneira mais rápida por serem legitimados pelos atores dos quais dependem (Dennen, 2014), quanto para empresas que tenham o interesse em formar alianças estratégicas com blogs, ao permitir o entendimento do ambiente de estruturação da rede social digital de relacionamentos (Dennen, 2014;Hinz et al, 2014;Kane et al, 2014).…”

Section: Conclusões Implicações E Limitaçõesunclassified

“…Tais informações podem ser úteis tanto para empresas que desejem realizar alianças estratégicas com blogs (Hinz, Schulze, & Takac, 2014;Kane et al, 2014;Park et al, 2013), quanto para blogueiros entrantes e atuantes na rede, que podem estudar ações realizadas por blogs de sucesso e atuar de forma contextualizada e dinâmica, alcançando assim melhores resultados por sinalizarem legitimidade aos atores que controlam os recursos dos quais eles dependem.…”

Section: Introductionunclassified

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"O Que Gerencio e de Quem Dependo?": Determinantes da Ação de Blogueiros

Castro

Santos

2015

Rev. adm. contemp.

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Blogssão cada vez mais procurados por empresas para constituir alianças estratégicas. Essas alianças formam redes sociais digitais de relacionamentos entre blogs, visitantes e patrocinadores. A rede, estruturada sob o mecanismo de conexão preferencial, induz o novo blogueiro ao gerenciamento não só dos recursos dos quais seu blog depende para sobreviver e adquirir atratividadeem um ambiente competitivo, heterogêneo e mutável, mas também ao desafio de superar as incertezas, contingências e vulnerabilidades do contexto em que está inserido. Entretanto, blogueiros agem gerencialmente de forma distinta na busca da sobrevivência e do sucesso?Com essa pergunta em mente, foi desenvolvido um modelo teórico para caracterizar a ação gerencial do blogueiro de acordo com o contexto do blog. O teste empírico, realizado com 21 blogs por meio de combinação de pesquisa qualitativae quantitativa, indicou não só que blogueiros adotam estilos de gestão adaptativos, mas que suas ações evoluem na busca dessa atratividade, sinalizando que o gerenciamento pode ser uma forma de superar o favoritismo presente na rede. Os resultados contribuem para o entendimento de como certos blogs alcançam o sucesso de forma rápida e legítima ao atuarem contextualizadamente e com dinamismo, explicandoassim a ocorrência de troca de liderança, antes considerada aleatória na perspectiva da teoria de redes (conexão preferencial).

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New product adoption in social networks: Why direction matters

Cited by 67 publications

References 41 publications

Ready, Steady, Green: Examining the Effectiveness of External Policies to Enhance the Adoption of Eco‐Friendly Innovations

Ready, Steady, Green: Examining the Effectiveness of External Policies to Enhance the Adoption of Eco‐Friendly Innovations

Customer lifetime network value: customer valuation in the context of network effects

"O Que Gerencio e de Quem Dependo?": Determinantes da Ação de Blogueiros

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