Leveraging social network sites for new product launch

Roberts, Deborah L. and Cani, M. and Hughes, M. (2017) Leveraging social network sites for new product launch. Industrial Management & Data Systems . ISSN 0263-5577

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Abstract

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.

Item Type: Article
Keywords: Social Media; New product launch; Social Networks; Motivation theory, Advertising.
Schools/Departments: University of Nottingham, UK > Faculty of Social Sciences > Nottingham University Business School
Identification Number: 10.1108/IMDS-11-2016-0472
Depositing User: Howis, Jennifer
Date Deposited: 28 Mar 2017 13:27
Last Modified: 18 Oct 2017 18:50
URI: http://eprints.nottingham.ac.uk/id/eprint/41603

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