{"id":{"repo_id":"passau-thes","oai_identifier":"oai:kobv.de-opus4-uni-passau:148"},"canonical_url":"https://search.dev.ndltd.org/etd/passau-thes/oai:kobv.de-opus4-uni-passau:148","repository":{"repo_id":"passau-thes","name":"Universität Passau","base_url":"https://opus4.kobv.de/opus4-uni-passau/oai"},"display":{"title":"Social Networks in New Product Forecasts and Marketing","abstract":"Consumers interact with each other and within their social networks. Influentials have an overproportional influence on other consumers’ preferences and choices, thus having relevant implications for product development, marketing planning and strategic marketing. An important question that previous research has not analyzed yet, is whether and how to capture their influence on other consumers in preference-based market forecasts. This study analyzes these aspects for a representative sample of the German mobile phone market. It finds that assigning higher weights to the preferences of influentials significantly increases forecast accuracy. Other chapters of this thesis analyze the role of brokers in consumer networks and the decision process seeding points in viral marketing campaigns.","abstract_html":"Consumers interact with each other and within their social networks. Influentials have an overproportional influence on other consumers’ preferences and choices, thus having relevant implications for product development, marketing planning and strategic marketing. An important question that previous research has not analyzed yet, is whether and how to capture their influence on other consumers in preference-based market forecasts. This study analyzes these aspects for a representative sample of the German mobile phone market. It finds that assigning higher weights to the preferences of influentials significantly increases forecast accuracy. Other chapters of this thesis analyze the role of brokers in consumer networks and the decision process seeding points in viral marketing campaigns.","abstract_has_math":false,"creators":["Pescher, Christian"],"institution":"Universität Passau","degree_name":null,"degree_level":"thesis.doctoral","degree_discipline":null,"degree_department":null,"school":null,"contributors":["Spann, Martin"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2011,"date_issued":"2011-07-14","date_published":"2011-07-14","updated_at":"2026-07-24T03:45:00Z","subjects":["Neuproduktprognose","Virales Marketing","Social Networks","New Product Forecasts","Viral Marketing"],"languages":[],"rights":["Standardbedingung laut Einverständniserklärung"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://opus4.kobv.de/opus4-uni-passau/frontdoor/index/index/docId/148","outbound_label":"Repository record","outbound_source":"source_url"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Spann, Martin"]},{"key":"dc:creator","label":"Author","values":["Pescher, Christian"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:publisher","label":"Institution","values":["Universität Passau"]},{"key":"dc:type","label":"Dc Type","values":["doctoralThesis"]},{"key":"thesis:degree_level","label":"Degree Level","values":["thesis.doctoral"]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["Universität Passau"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Neuproduktprognose","Virales Marketing","Social Networks","New Product Forecasts","Viral Marketing"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:rights","label":"Dc Rights","values":["Standardbedingung laut Einverständniserklärung"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["Consumers interact with each other and within their social networks. Influentials have an overproportional influence on other consumers’ preferences and choices, thus having relevant implications for product development, marketing planning and strategic marketing. An important question that previous research has not analyzed yet, is whether and how to capture their influence on other consumers in preference-based market forecasts. This study analyzes these aspects for a representative sample of the German mobile phone market. It finds that assigning higher weights to the preferences of influentials significantly increases forecast accuracy. Other chapters of this thesis analyze the role of brokers in consumer networks and the decision process seeding points in viral marketing campaigns.","Konsumenten interagieren miteinander innerhalb ihrer sozialen Netzwerke. Influentials haben einen überdurchschnittlichen Einfluss auf die Präferenzen und Auswahlentscheidungen anderer Konsumenten. Dies hat relevante Implikationen für die Produktentwicklung, Marketingplanung und das strategische Marketing. Eine relevante Frage, die durch bisherige Forschung noch nicht analysiert wurde, besteht darin, ob und wie man den Einfluss der Influentials auf andere Konsumenten in präferenzbasierten Marketingprognosen berücksichtigen kann. Diese Studie untersucht diese Fragestellung anhand einer repräsentativen Stichprobe von Konsumenten des deutschen Mobilfunkmarktes. Sie findet heraus, dass eine Höhergewichtung der Präferenzen von Influentials die Prognosegenauigkeit signifikant verbessert. Andere Kapitel dieser Dissertation analysieren die Rolle von Brokern, d.h. von Konsumenten in grenzüberschreitenden Positionen in sozialen Netzwerken, in Konsumentennetzwerken und den Entscheidungsprozess von Seeding Points in viralen Marketingkampagnen."]},{"key":"dc:format.medium","label":"Dc Format Medium","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["Social Networks in New Product Forecasts and Marketing","Soziale Netzwerke in Neuproduktprognose und Marketing"]}]}],"canonical_facts":{"dc:contributor":["Spann, Martin"],"dc:creator":["Pescher, Christian"],"dc:description.abstract":["Consumers interact with each other and within their social networks. Influentials have an overproportional influence on other consumers’ preferences and choices, thus having relevant implications for product development, marketing planning and strategic marketing. An important question that previous research has not analyzed yet, is whether and how to capture their influence on other consumers in preference-based market forecasts. This study analyzes these aspects for a representative sample of the German mobile phone market. It finds that assigning higher weights to the preferences of influentials significantly increases forecast accuracy. Other chapters of this thesis analyze the role of brokers in consumer networks and the decision process seeding points in viral marketing campaigns.","Konsumenten interagieren miteinander innerhalb ihrer sozialen Netzwerke. Influentials haben einen überdurchschnittlichen Einfluss auf die Präferenzen und Auswahlentscheidungen anderer Konsumenten. Dies hat relevante Implikationen für die Produktentwicklung, Marketingplanung und das strategische Marketing. Eine relevante Frage, die durch bisherige Forschung noch nicht analysiert wurde, besteht darin, ob und wie man den Einfluss der Influentials auf andere Konsumenten in präferenzbasierten Marketingprognosen berücksichtigen kann. Diese Studie untersucht diese Fragestellung anhand einer repräsentativen Stichprobe von Konsumenten des deutschen Mobilfunkmarktes. Sie findet heraus, dass eine Höhergewichtung der Präferenzen von Influentials die Prognosegenauigkeit signifikant verbessert. Andere Kapitel dieser Dissertation analysieren die Rolle von Brokern, d.h. von Konsumenten in grenzüberschreitenden Positionen in sozialen Netzwerken, in Konsumentennetzwerken und den Entscheidungsprozess von Seeding Points in viralen Marketingkampagnen."],"dc:format.medium":["application/pdf"],"dc:publisher":["Universität Passau"],"dc:rights":["Standardbedingung laut Einverständniserklärung"],"dc:subject":["Neuproduktprognose","Virales Marketing","Social Networks","New Product Forecasts","Viral Marketing"],"dc:title":["Social Networks in New Product Forecasts and Marketing","Soziale Netzwerke in Neuproduktprognose und Marketing"],"dc:type":["doctoralThesis"],"thesis:degree_level":["thesis.doctoral"],"thesis:institution_name":["Universität Passau"]},"updated_at":"2026-07-24T03:45:00Z"}