Download or read book Essays on Product Design and Online Word of mouth written by Tan Wang (Ph. D.) and published by . This book was released on 2021 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation consists of three essays on the topics of product design and online Word-of-mouth (WOM). The first essay considers two robustness approaches to design a product line under great uncertainty. An efficient frontier of robust designs is constructed, and a simple metric is proposed to finalize designs on the frontier. Moving from analytical modeling to real-world data, the second essay empirically studies the differential impact of online reviews that express different levels of expertise on consumer demand for craft beers. The key finding is that reviews from non-experts are more influential than those from experts. Finally, the third essay establishes the relationship between co-mentions with popular products in discussion forums and demand for niche products in the context of craft beers. The results suggest that consumer demand is positively associated with being co-mentioned with top-selling products, and the effect is significant for products in the tail of sales distribution

Download or read book Online Word of mouth and Management Response written by Jongmin Kim and published by . This book was released on 2015 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: The objective of these three essays is to understand the impacts of online word-of-mouth and management response to consumers’ decisions and their satisfaction. In the first essay, we investigate the dynamic relationship between online consumer reviews and management responses. To do this, we employ the panel vector autoregressive (PVAR) model. Our approach incorporates the interrelated relationships between the endogenous variables. We find that a firm’s specific responses to positive reviews are positively related to consumer ratings and sentiment, but generic responses to negative reviews are negatively related to future ratings. In the second essay, we examine the impacts of conflicting information from multiple sources on the same product. To do this, we exploit the regression discontinuity design (RD), a kind of quasi-experimental research design. We find that if two information sources are inconsistent, customers tend to consider the difference in their decision-making process. The effect of information inconsistency from multiple sources could be moderated by contextual factors such as the number of customer reviews on each source and the organizational differences between the websites. In the third essay, we try to answer whether a firm’s management should respond more to positive reviews or to negative reviews and whether management response strategies, such as proactive and reactive, play a critical role in determining the change in customer satisfaction. We find that management response has a positive impact on customer satisfaction regardless of the type of customer review, additionally we find that the proactive approach positively moderates the impacts of management responses on customer satisfaction.

Download or read book Word of Mouth and Its Impact on Marketing written by Fatima Naz and published by GRIN Verlag. This book was released on 2013-11-11 with total page 10 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 17, , course: business, language: English, abstract: In view of growing of the internet users for e-commerce and taking into account the emergent impact of word of mouth phenomenon this research have different aims. The aims of this study was built following dissimilar discussion with teachers and colleagues enlightening that word of mouth information for online purchasing do not have the same effect for everybody. Then they were born following dissimilar researchers together with what was already done in previous researches and what was completed. As a result different aims were drawn; the initial aim of this research is to study the attention of the customers in word of mouth to power their online purchasing activities. The next aim is to analyze the people influenced by interest of word of mouth. The following aim is to examine the marketing behavior bearing in mind the internet progress and word of mouth, their consideration for word of mouth marketing. In the form of research questions the aims of study are: How community utilizes and multiplies word of mouth information about online purchasing experience? How communities perceive word of mouth marketing? How marketers take word of mouth phenomenon and how they handle it?

Download or read book Essays on Investor Behavior and Financial Innovation written by Tobias Stuber and published by Herbert Utz Verlag. This book was released on 2011 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Download or read book Selected Essays on Corporate Reputation and Social Media written by Markus Kick and published by Springer. This book was released on 2015-02-19 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: ​In four empirical studies, this cumulative work provides valuable insights for marketing executives of statutory health insurance funds and social media responsible. Paper I and II provide evidence about the importance and interplay of price and corporate reputation on the market of statutory health insurance. The second part changes perspective to corporate communication issues in the social media environment. By introducing the “social media brand value chain” paper III conducts a literature review of state of the art social media research. By means of a field experiment on Facebook, paper IV shows that brands do not necessarily have to communicate via their brand fan pages in a highly interactive and vivid way to positively influence attitudinal measures among their fan base.

Download or read book Two Essays on Product Design and Consumer Evaluations written by Sangwon Lee and published by . This book was released on 2010 with total page 91 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper is about the central role of product design on consumer evaluations. While the design literature has articulated two different types of design, i.e. form-based design and function-based design (Khalid 2004), most extant marketing literature has mostly focused on the impact of functional design on performance (see Chitturi, Raghunathan, and Mahajan (2007) for a notable exception). In this paper, I examine the individual and joint effects of the two design dimensions: form design and functional design on consumer evaluations of new products. In the first essay, employing theoretical underpinnings from processing fluency theory, I investigate four major research questions. First, all else equal, does form design matter? Second, how does form design interact with functional design? Third, does the interaction between form and functionality change in an innovation context? Specifically, given a certain level of functionality, what type of form is more advantageous for a radically new product (RNP) or an incrementally new product (INP)? Fourth, is there an individual difference in consumer evaluations to innovative products with various form designs? Results from the four experiments conducted demonstrate that (1) more typical form design leads to more positive attitudes toward the product than less typical form design, (2) a more typical design compensates for the average functionality of the product and hence a product with average functionality is evaluated as well as highly functional products in the more typical design condition. In a less typical design condition, a product with high functionality leads to much lower consumer attitudes towards the product, (3) whereas the form design for incremental innovations must be closer to the incumbent products for favorable evaluations, less typical form is evaluated as good as more typical form for radical innovations. (4) Form design of an innovative product matters more to the technologically more sophisticated consumers (experts) than technologically less sophisticated consumers (novices). In the second essay, I examine the issues involved in using form design to nullify first mover advantage. Pioneers or first movers can be defined as the first firm to sell in a new product category. Despite the proliferation of the pioneering advantage research, there are few empirical studies which examined how the product design enables the later entrants to nullify the first mover advantage. Employing theoretical underpinnings from categorization theory, I investigate the following research questions. First, what type of form is more likely to enhance consumer evaluations and nullify first mover advantage when the follower's product is featured with higher or lower functionality? Second, how does form design interact with functional design for the follower's product? Results from the experimental study conducted demonstrate that (1) if the follower's functionality is not superior to the pioneer's, follower had better focus on design differentiation which can compensate for the lower functionality of the follower (2) if the follower's functionality is superior to the pioneer's, follower had better follow the pioneer's design for the better product evaluation. The managerial implication is clear: Form design is a critical determinant of consumer evaluations. Form design helps create and appropriate value for firms.

Download or read book Essays on congruence theory in marketing written by Robér Rollin and published by Springer Nature. This book was released on 2022-09-30 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital products are intangible goods, mainly presented visually and acoustically to consumers in the form of videos, images, texts, and music that can be bought, downloaded, or streamed via various web stores. Their consumption primarily fulfills hedonic needs. Before purchasing, a consumer's interaction with a digital product is always mediated by technology. Therefore, consumers cannot directly judge the quality through "touch and feel" experiences. This book diminishes the ability to evaluate digital products. Therefore his thesis seeks to answer which product attributes have an impact on consumers' product evaluation, and purchase intention.

Download or read book Essays on the Influence of Product Design on Consumer Behaviour written by Matteo Visentin and published by . This book was released on 2016 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book 2016 Artist s Graphic Designer s Market written by Mary Burzlaff Bostic and published by Penguin. This book was released on 2015-10-19 with total page 1331 pages. Available in PDF, EPUB and Kindle. Book excerpt: Build a Successful Art Career Do you want to establish or expand a career for yourself in fine art, illustration or design? 2016 Artist's & Graphic Designer's Market is the must-have reference guide you. Thousands of successful artists have relied on us to help develop their careers and navigate the changing business landscape. The 2016 Artist's & Graphic Designer's Market introduces a whole host of new features and guarantees the most up-to-date, individually verified market contacts possible. Grow your art business with these resources: • A FREE 1-year subscription to ArtistsMarketOnline.com, where you can find industry contacts, track your submissions, get the latest art and design news, and much more (free subscription comes with print version only) • Complete, up-to-date contact information for more than 1,700 art market resources, including galleries, magazines, book publishers, greeting card companies, ad agencies, syndicates, art fairs, and more • Articles on the business of freelancing--from basic copyright information to tips on promoting your work • Information on grants, residencies, organizations, publications, and websites that offer support and direction for visual artists of all types • NEW! Informative articles on the art of business, online social networking, and the benefits of slowing down to create better work • NEW! Special features on selling without begging, obtaining micro funding, beginning a Kickstarter campaign, and methods for accepting payment • NEW! Inspiring and informative interviews with successful professionals including children's book author-illustrators David Macaulay and Melissa Sweet, fine artist Richard McLaughlin, manga author-illustrator Mark Crilley and editorial illustrator Rami Niemi Check out ArtistsMarketOnline.com for more interviews, tips for selling your work, and our easy-to-use searchable database of markets!

Download or read book Kritika Essays on Intellectual Property written by Gustavo Ghidini and published by Edward Elgar Publishing. This book was released on 2017-06-30 with total page 213 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fields of intellectual property have broadened and deepened in so many ways, and at such pace, that there is a tendency for academic commentators to focus on the next new thing, or to react immediately to judicial developments, rather than to reflect more deeply on the greater themes of the discipline. Kritika: Essays on Intellectual Property is a series of books designed to fulfil this role by creating a forum for essays that take a critical, long-term approach to the field of intellectual property. Volume 2 covers issues such as inter alia the current limits of knowledge and approaches to intellectual property, a functional account of intellectual property rights, China’s approach to innovation and intellectual property, the emergence of multi-layered IP-protection for designed objects, and the trajectory of increased protection for intellectual property.

Download or read book Consumer Information Systems and Relationship Management Design Implementation and Use written by Lin, Angela and published by IGI Global. This book was released on 2013-05-31 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Businesses continue to design and implement a variety of information systems that facilitate the creation, aggregation, and provision of product-related information in order to increase the role that quality information is playing in consumers’ decision-making processes. Consumer Information Systems and Relationship Management: Design, Implementation, and Use highlights empirical research, theoretical frameworks, and relevant models on the understanding and implementation of consumer information systems. By covering consumer perceptions of practicality and ease of use, this book is essential for practitioners in business environments and strategic management, meeting consumer needs through the use of digital and Web-based technologies as well as recent empirical research findings and design and implementation of innovative information systems. This book is part of the Advances in Marketing, Customer Relationship Management, and E-Services series collection.

Download or read book Connected Marketing written by Justin Kirby and published by Routledge. This book was released on 2007-06-07 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Connected Marketing is a business book about the state of the art in viral, buzz and word-of-mouth marketing. Written by 17 experts working at the cutting edge of viral, buzz and word-of-mouth marketing, Connected Marketing introduces the range of scalable, predictable and measurable solutions for driving business growth by stimulating positive brand talk between clients, customers and consumers. Edited by marketing consultants Justin Kirby (Digital Media Communications) and Dr. Paul Marsden (Spheeris/London School of Economics), and with a foreword by Emanuel Rosen (author of the bestselling ‘Anatomy of Buzz’) Connected Marketing is a collaborative work written by 17 opinion-leading consultants and practitioners working at the cutting edge of viral, buzz and word of mouth marketing. Contributing authors to Connected Marketing are Stéphane Allard (Spheeris), Schuyler Brown (Buzz@Euro RSCG), Idil Cakim (Burson-Marsteller), Andrew Corcoran (Lincoln Business School), Steve Curran, (Pod Digital), Brad Ferguson (Informative), Justin Foxton (CommentUK), Graham Goodkind (Frank PR), Justin Kirby (Digital Media Communications), Paul Marsden (Spheeris), Liam Mulhall (Brewtopia), Greg Nyilasy (University of Georgia), Martin Oetting (ESCP-EAP European School of Management), Bernd Röthlingshöfer (Independent), Sven Rusticus (Icemedia), Pete Snyder (New Media Strategies) and Thomas Zorbach (vm-people). Connected Marketing shows how businesses can harness connectivity between clients, customers and consumers as powerful marketing media for driving demand.

Download or read book The Oxford Handbook of Recruitment written by Kang Yang Trevor Yu, PhD and published by Oxford University Press. This book was released on 2013-11 with total page 558 pages. Available in PDF, EPUB and Kindle. Book excerpt: This handbook includes the most up to date, evidence-based, and comprehensive coverage of recruitment and retention, as written by the top leaders of recruitment research in the world.

Download or read book Why Startups Fail written by Tom Eisenmann and published by Currency. This book was released on 2021-03-30 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you want your startup to succeed, you need to understand why startups fail. “Whether you’re a first-time founder or looking to bring innovation into a corporate environment, Why Startups Fail is essential reading.”—Eric Ries, founder and CEO, LTSE, and New York Times bestselling author of The Lean Startup and The Startup Way Why do startups fail? That question caught Harvard Business School professor Tom Eisenmann by surprise when he realized he couldn’t answer it. So he launched a multiyear research project to find out. In Why Startups Fail, Eisenmann reveals his findings: six distinct patterns that account for the vast majority of startup failures. • Bad Bedfellows. Startup success is thought to rest largely on the founder’s talents and instincts. But the wrong team, investors, or partners can sink a venture just as quickly. • False Starts. In following the oft-cited advice to “fail fast” and to “launch before you’re ready,” founders risk wasting time and capital on the wrong solutions. • False Promises. Success with early adopters can be misleading and give founders unwarranted confidence to expand. • Speed Traps. Despite the pressure to “get big fast,” hypergrowth can spell disaster for even the most promising ventures. • Help Wanted. Rapidly scaling startups need lots of capital and talent, but they can make mistakes that leave them suddenly in short supply of both. • Cascading Miracles. Silicon Valley exhorts entrepreneurs to dream big. But the bigger the vision, the more things that can go wrong. Drawing on fascinating stories of ventures that failed to fulfill their early promise—from a home-furnishings retailer to a concierge dog-walking service, from a dating app to the inventor of a sophisticated social robot, from a fashion brand to a startup deploying a vast network of charging stations for electric vehicles—Eisenmann offers frameworks for detecting when a venture is vulnerable to these patterns, along with a wealth of strategies and tactics for avoiding them. A must-read for founders at any stage of their entrepreneurial journey, Why Startups Fail is not merely a guide to preventing failure but also a roadmap charting the path to startup success.

Download or read book Three Essays on Network Development Social Influence and User Engagement in Online Communities written by Mina Ameri and published by . This book was released on 2018 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: I study influential factors on users’ activities in online communities in three chapters. Using unique data coming from an online anime (Japanese cartoon) platform containing data on users’ friendship networks, anime adoptions, and generated content over time, I look into consumers’ decisions in the context of new media such as online streaming. In the first chapter of this dissertation, I study the effects of observational learning and word-of-mouth (volume and valence) on consumers’ product adoptions. Understanding whether these two social learning devices provide different and unique information or whether one is redundant in the presence of the other is crucial for companies’ information provision strategies. I differentiate between the effects of word-of-mouth and observational learning from friends (“personal network”) and the effects of word-of-mouth and observational learning from the whole community (“community network”). The relative importance of word-of-mouth and observational learning at each network level provides guidance for companies’ platform design. My results reveal that both word-of-mouth and observational learning from both the community and personal networks have significant and positive effects on individual users adoption decisions. I find that word-of-mouth valence from the community network is the largest adoption driver among the social learning forces I study. Lastly, I test for asymmetric observational learning from positive and negative actions and observational learning creating product awareness versus transferring unobserved quality information. In the second chapter, I quantify the effects of binge-watching on consumers’ engagement with media franchises in two areas: interactive and personal engagement. The former involves a user’s content generation related to a focal media product and the latter concerns the adoption of franchise extensions (sequels and other extensions). I find that binge-watching has a negative effect on the production of user-generated content. The effect of binge-watching on the adoption of franchise extensions critically depends on both the availability of franchise extensions at the time of watching the focal anime and the extension type: if it is available, binge-watching increases (decreases) the probability that a user watches the sequel (other franchise extensions). In the third chapter, I develop a structural model for the co-evolution of individuals’ friendship tie formations and their concurrent online activities (product adoptions and production of user-generated content) within a social network. Explicitly modeling the endogenous formation of the network and accounting for the interdependence between decisions in these two areas (friendship formations and online activities) provides a clean identification of peer effects and of important drivers of individuals’ friendship decisions. My results reveal that, compared to a potential friend’s product adoptions and content generation activities, total number of friends and number of common friends this potential friend has with the focal individual are the most important drivers of friendship formation. Further, while having more friends does not make a person more active, having more active friends increases a user’s activity levels in terms of both product adoptions and content generation through peer effects. Via counterfactuals I assess the effectiveness of various seeding strategies in increasing website traffic while taking the endogenous network formation into account.

Download or read book American Doctoral Dissertations written by and published by . This book was released on 2002 with total page 776 pages. Available in PDF, EPUB and Kindle. Book excerpt: