دانلود رایگان مقاله بررسی تاثیر فعالیت و ارتباط در پاسخ میکروبلاگ به محصول جدید

abstract

This paper examines whether microbloggers' past activity and connectivity influences the timing and valence of posted responses to new products. It shows that the timing of a post depends on the past microblogging activity of the poster and the number of posters he or she follows. Textual analysis also shows that the valence of a post is sensitive to the activity of posters, the number of posters followed, the timing of the posts, and the nature of the evaluations of the new product (cognitive vs. affective). These findings provide insights into the relationships among the nature of microbloggers' responses to new products, their previous posting activity, and their online network characteristics. Collectively, the findings of this research suggest that microbloggers' responses to new products should be interpreted after adjusting for posters' non-product-related characteristics.

4. Discussion and conclusion

Consumers receive information about new products from multiple sources, such as the firm (Srinivasan et al., 2015), organized media (Chen & Xie, 2008), and social media (Trusov et al., 2010). Given consumers' trust in high volume, peer-based communication (Wilson & Sherrell, 1993), marketers are interested in diagnosing the content of microblogs about their products, especially newly launched products. Marketers are also interested in the timing of the responses because, unlike reviews, microblogs are typically read soon after their creation.