Seeding strategies for new product launch: The role of negative word-of-mouth

When launching a new product, firms often give away free samples to seed the market. This paper aims to identify the optimal seeding targets, such as early adopters, social hubs, or randomly chosen consumers while considering the presence of negative word-of-mouth (WOM). Using agent-based modeling,...

Descripción completa

Detalles Bibliográficos
Autores principales: Cui, Fang, Hu, Hai-hua, Cui, Wen-tian, Xie, Ying
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2018
Materias:
Research Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6218060/
https://www.ncbi.nlm.nih.gov/pubmed/30395630
http://dx.doi.org/10.1371/journal.pone.0206736

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6218060/
https://www.ncbi.nlm.nih.gov/pubmed/30395630
http://dx.doi.org/10.1371/journal.pone.0206736

Ejemplares similares