Leveraging social network sites for new product launch

Purpose – The ability to make use of social network sites (SNSs) to promote new products and facilitate positive word of mouth around new product launch (NPL) presents an important opportunity. However, the mechanisms and motivations of SNS users are not well understood and businesses frequently fai...

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Bibliographic Details

Main Authors:	Deborah Roberts, Marina Candi, Mathew Hughes
Format:	Default Article
Published:	2017
Subjects:	Other commerce, management, tourism and services not elsewhere classified Information systems not elsewhere classified Software engineering not elsewhere classified Social media New product launch Social networks Motivation theory Advertising Information Systems Computer Software Business and Management not elsewhere classified
Online Access:	https://hdl.handle.net/2134/24688
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