Strategies for new product diffusion: Whom and how to target?

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 product promotions. Utilizing age...

Full description

Bibliographic Details

Published in:	Journal of business research Vol. 83; pp. 111 - 119
Main Authors:	Hu, Hai-hua, Lin, Jun, Qian, Yanjun, Sun, Jian
Format:	Journal Article
Language:	English
Published:	Elsevier Inc 01.02.2018
Subjects:	Agent-based modeling and simulation (ABMS) New product diffusion New product promotion Peer effects Targeting strategies Targeting strategies New product promotion Peer effects Agent-based modeling and simulation (ABMS) New product diffusion
ISSN:	0148-2963, 1873-7978
Online Access:	Get full text
Tags:	Add Tag No Tags, Be the first to tag this record!