Drivers of new product recommending and referral behaviour on social network sites
Patrali ChatterjeeMontclair State University
Introduction
Commercial reports documenting the benefits of social media websites in launching new products and brands have led many firms to incorporate social media in their integrated marketing communication plans, and to enhance visibility of brand profile pages on social network sites or SNSs (Tegler 2009). Prior research has investigated marketers’ efforts to enhance new product adoption through social contagion or communication processes between consumers in target markets (Van den Bulte & Stremersch 2004). This research differs from others in examining social contagion...