Leveraging social network sites for new product launch

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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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Bibliographic Details
Main Authors:	Roberts, Deborah L., Cani, M., Hughes, M.
Format:	Article
Published:	Emerald 2017
Subjects:	Social Media; New product launch; Social Networks; Motivation theory; Advertising
Online Access:	https://eprints.nottingham.ac.uk/41603/

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