Is there a 'Twitter effect' on product adoption?

Microblogging word of mouth (MWOM) through Twitter and similar services constitutes a new type of word-of-mouth communication that combines the real-time and personal influence of traditional (offline) word of mouth with electronic word of mouth's ability to reach large audiences.

This study develops a conceptual model of the impact of MWOM on early product adoption, including possible moderating forces, and tests it in the context of the motion picture industry.

Updated: 06/02/2013
Comments:
Views: 7,430

Risky choice and the relative size of stakes

We examine framing effects by analyzing how risky choice depends on the absolute and relative size of the amounts at stake, using an extensive sample of choices from ten different editions of the large-stake TV game show Deal or No Deal.

Updated: 03/11/2011
Comments:
Views: 5,380

Examining the antecedents and consequences of corporate reputation: a customer perspective

This paper extends previous work to examine the antecedents and customer-related consequences of corporate reputation for one important stakeholder group, customers, and within a special service sector where product and corporate associations are synonymous.

Updated: 03/11/2011
Comments:
Views: 6,225

Field-configuring events as structuring mechanisms: how conferences, ceremonies, and trade shows constitute new technologies, industries, and markets

In this introductory article we make a case for the study of field-configuring events (FCEs). We begin with a discussion of the nature and character of FCEs.

Updated: 03/11/2011
Comments:
Views: 4,494

Confused about your brand? You might not be but your consumers certainly are...

Consumer confusion is a strange phenomenon within the business world, and Vincent-Wayne Mitchell, Professor of Consumer Marketing at Cass Business School, is the "absolute authority" on the subject. This is a video Q and A with Vincent Mitchell conducted by Caroline Wiertz. Both are Cass Experts. Included is the transcript and a summary of the key points.

Updated: 21/10/2011
Comments:
Views: 29,243