The effect of online and offline word-of-mouth on new product diffusion

This study investigates how the online and offline communication channels jointly influence a firm's new product diffusion. Considering the online and offline word-of-mouth effect, we compare three strategies through which a firm diffuses its product, i.e. offline diffusion strategy, online diffusion strategy and both offline and online diffusion strategy. The findings indicate that product peak sales rate and cumulative sales at peak time would...