Role of Product-Related Conversations in the Diffusion of a New Product 论文
1967Journal of Marketing Research引用 1581
Advanced Text Analysis TechniquesDigital Communication and LanguageCommunication in Education and Healthcare
详细信息
- 发表期刊/会议
- Journal of Marketing Research
- 发表日期
- 1967-08-01
- 发表年份
- 1967
关键词
Advanced Text Analysis TechniquesDigital Communication and LanguageCommunication in Education and Healthcare
摘要
This article reports an experiment designed to investigate the short-term sales effects of product-related conversations. The results show that exposure to favorable comments aids acceptance of a new product, while unfavorable comments hinder it.