How e-wom contributes to new product adoption: testing competitive communication strategies

• Autores: Manuela López Pérez, María Sicilia Piñero
• Localización: XXII Congreso Nacional de Marketing: Oviedo, del 22 al 24 septiembre de 2010 / Asociación Española de Marketing (aut.), 2010, ISBN 978-84-7356-711-4, pág. 105
• Idioma: inglés
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• Resumen

  • Communication strategy is a critical element of new product adoption, the element most directly responsible for aiding consumers’ acceptance of it. The decision to adopt a new product is determined by the success of a sequence of two stages: product awareness and product adoption. Previous studies have shown advertising is the best way to start new product launch because advertising is necessary to people start to talk about the new product. However, nowadays firms can easily promote WOM communication by the Internet. This medium provides numerous venues to share consumers’ views, preferences or experiences with others. The main contribution of this study relies on the test for two competitive communication strategies.

    Preliminary results show firms should start new product communication with e-WOM and then continue it with advertising.