Social Networks in New Product Forecasts and Marketing

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.

Level thesis:degree_level

thesis.doctoral

Grantor dc:publisher

Universität Passau

Year

2011

Author dc:creator

• Pescher, Christian

Contributors dc:contributor

• Spann, Martin

• Neuproduktprognose
• Virales Marketing
• Social Networks
• New Product Forecasts
• Viral Marketing

Statement dc:rights

• Standardbedingung laut Einverständniserklärung

Repository record source_url

https://opus4.kobv.de/opus4-uni-passau/frontdoor/index/index/docId/148

OAI identifier oai:identifier

oai:kobv.de-opus4-uni-passau:148