- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
Social media platforms can be a promising tool for retailers’ marketing campaigns. Especially for the purpose of new product introductions, social media may facilitate social interaction and online word-of-mouth and therefore, may broaden the reach and accelerate the diffusion of information about the new product. The impact of online word-of-mouth communication and social interaction on consumer behavior has been extensively analyzed in previous research. However, little knowledge exists so far on the influence of social media campaigns on new product introductions. Therefore, the goal of this study is to analyze the impact of a social media campaign on the success of a new product introduction by using survey as well as behavioral data. The data stems from an online community related to a social media tryvertising campaign implemented to promote the introduction of new high-end binoculars. The results of a mediation analysis show that campaign-related factors positively influence consumers’ attitude toward the new product, which in turn mediates the positive influence on purchase intention and recommendation behavior. Furthermore, a post-hoc analysis shows the importance of community members’ activity on the success of the new product introduction.
7. General discussion
Many retailers and manufacturers implement social media campaigns to support the introduction of new products. This research extends knowledge on the impact of social media campaigns by empirically investigating the impact of a social media tryvertizing campaign on the success of a new product introduction. The results show that campaign-related factors, namely the community members’ attention to the campaign as well as their sense of community both positively influence the community members’ attitude toward the new product on the market. This gives marketers the possibility to enhance consumers’ attitude toward the new product by trying to increase their attention to the campaign and to strengthen their sense of community. Since community members’ sense of community also positively impacts the community members’ intention to recommend the new product, marketers should pay particular attention to the specific design of their social media campaign to fully exploit the benefits they provide to turn their new product introduction into a success. One possibility for firms to keep community members active could be to use elements of gamification within the scope of the campaign on a more or less regular basis. Increased activity of the community members is to raise their attention to the campaign and to what is going on in the community. In addition, increased activity on the platform fuels the interaction with other community members which might lead to a further increase in their sense of community. Both sense of community and attention to the campaign are noticeable factors for the success of the new product introduction. Especially in the case of social media campaigns that are implemented using existing online social networks, activity of the community members increases the reach of the campaign and accelerates the dissemination of the new product information.