Prerelease Buzz Evolution Patterns and New Product Performance

Volume: 33, Issue: 3, Pages: 401 - 421
Published: May 1, 2014
Abstract
This study examines the dynamics of online buzz over time before product release. Employing functional data analysis, we treat the curve of prerelease buzz evolution trajectory as the unit of analysis and find that the shape of the curve significantly adds power in predicting new product performance compared with using product characteristics and firm advertising alone. Moreover, daily prerelease buzz evolution data enable accurate sales...
Paper Details
Title
Prerelease Buzz Evolution Patterns and New Product Performance
Published Date
May 1, 2014
Volume
33
Issue
3
Pages
401 - 421
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