Drivers of new product recommending and referral behaviour on social network sites

Managers of new brands seek to leverage positive WOM and establish a critical mass of consumers who interact with their brands on social network sites (SNSs).

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands