Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience

Consumers' adoption behavior is critical to the success of new products, but the effects of brand communities on new product adoption have rarely been investigated. In this study, we draw on network theory to examine how consumer participation in brand communities (in terms of participation int...

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Bibliographic Details
Published in:Frontiers in psychology 2023-03, Vol.14, p.1014825
Main Authors: Jiang, Ying, Liao, Junyun, Pang, Jiecong, Hu, Hsin-Li
Format: Article
Language:English
Subjects:
brand community
in-degree centrality
new product adoption
new product adoption brand community
out-degree centrality
Psychology
social networks
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