Leveraging social network sites for new product launch
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 fai...
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| Format: | Article |
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Emerald
2017
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| Online Access: | https://eprints.nottingham.ac.uk/41603/ |
| _version_ | 1848796313020268544 |
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| author | Roberts, Deborah L. Cani, M. Hughes, M. |
| author_facet | Roberts, Deborah L. Cani, M. Hughes, M. |
| author_sort | Roberts, Deborah L. |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T19:45:59Z |
| format | Article |
| id | nottingham-41603 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| last_indexed | 2025-11-14T19:45:59Z |
| publishDate | 2017 |
| publisher | Emerald |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-416032020-05-04T19:59:28Z https://eprints.nottingham.ac.uk/41603/ Leveraging social network sites for new product launch Roberts, Deborah L. Cani, M. Hughes, M. 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. Emerald 2017 Article PeerReviewed Roberts, Deborah L., Cani, M. and Hughes, M. (2017) Leveraging social network sites for new product launch. Industrial Management & Data Systems, 117 (10). pp. 2400-2416. ISSN 0263-5577 Social Media; New product launch; Social Networks; Motivation theory; Advertising http://www.emeraldinsight.com/doi/abs/10.1108/IMDS-11-2016-0472 doi:10.1108/IMDS-11-2016-0472 doi:10.1108/IMDS-11-2016-0472 |
| spellingShingle | Social Media; New product launch; Social Networks; Motivation theory; Advertising Roberts, Deborah L. Cani, M. Hughes, M. Leveraging social network sites for new product launch |
| title | Leveraging social network sites for new product launch |
| title_full | Leveraging social network sites for new product launch |
| title_fullStr | Leveraging social network sites for new product launch |
| title_full_unstemmed | Leveraging social network sites for new product launch |
| title_short | Leveraging social network sites for new product launch |
| title_sort | leveraging social network sites for new product launch |
| topic | Social Media; New product launch; Social Networks; Motivation theory; Advertising |
| url | https://eprints.nottingham.ac.uk/41603/ https://eprints.nottingham.ac.uk/41603/ https://eprints.nottingham.ac.uk/41603/ |