Drivers of eWOM Marketing for Successful New Product Launch

URL:	https://www.bwl.uni-mannheim.de/media/Einrichtunge...
Document Type:	Working paper
Year of publication:	2012
The title of a journal, publication series:	IMU Research Insights
Volume:	010
Place of publication:	Mannheim
Publishing house:	Institut für Marktorientierte Unternehmensführung, Universität Mannheim
Publication language:	English
Institution:	Business School > Marketing & Innovation (Kuester 2005-) Außerfakultäre Einrichtungen > Institut für Marktorientierte Unternehmensführung (IMU)
Subject:	330 Economics
Abstract:	The goal of this paper is to (1) explore current use of eWOM in marketing new products, (2) identify strategic factors which influence the intensity of using eWOM in marketing, and (3) determine the impact of eWOM marketing on the success of new product launch.