An Interactive Marketing Communications Model in New Product Diffusion

An Interactive Marketing Communications Model in New Product Diffusion

Fiona Sussan (Baruch College, CUNY, USA)
Copyright: © 2005 |Pages: 29
DOI: 10.4018/978-1-59140-372-2.ch013
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The introduction of the Internet medium has accelerated changes in marketing communications. This chapter proposes an Interactive Marketing Communication Model that reflects two types of online conversations, business-to-consumer and consumer-to-consumer in three settings: business-directed, consumer-directed and independent group-directed. The conceptual model serves as the foundation that postulates the increasing effect of the new medium in new-product diffusion. The model is empirically tested with the diffusion of two new products: the Video Cassette Recorder (VCR) and the Digital Video Disc (DVD) Player, introduced prior to and after the commercialization of the Internet medium. The diffusion of the DVD player introduced after the Internet is found to have an increased network effect in terms of a larger imitation effect over an innovation effect expressed in the parameters of innovation (p) and imitation (q) within the Bass Model. The empirical findings clarify prior postulation that the Internet medium would change the patterns of new-product diffusion among innovators and imitators. Both the conceptual framework and empirical findings shed light on the increasing importance for managers to include Internet-enabled communications in their new-product marketing strategy.

Complete Chapter List

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Table of Contents
Sandeep Krishnamurthy
Chapter 1
Nick V. Flor
A social oracle is a particular kind of software agent that outputs social information. The information provided by a social oracle is typically for... Sample PDF
Social Oracles as Advertising Tools in Programmable Businesses
Chapter 2
Ram D. Gopal, Arvind K. Tripathi, Zhiping D. Walter
By any measure, e-mail turns out to be one of most effective and useful features offered by the Internet. However, by providing an unprecedented... Sample PDF
Economic Issues in Advertising via E-Mail: Role for a Trusted Third Party?
Chapter 3
Penelope Markellou, Maria Rigou, Spiros Sirmakessis
As the Web is growing exponentially, online marketing has been changed by the newly provided technological capacities and digital channels of sales.... Sample PDF
Web Personalization for E-Marketing Intelligence
Chapter 4
Rachel McLean, Nigel M. Blackie
This chapter constructs the concept of e-commerce as knowledge management. The socially constructed approach to knowledge management is adopted.... Sample PDF
E-Commerce as Knowledge Management: Managing Consumer Service Quality
Chapter 5
Jan Nordman, Veronica Liljander
Until recently, mobile services, i.e., services that are offered to consumers on their mobile phones, have been overshadowed by their counterpart... Sample PDF
MSQ-Model: An Exploratory Study of the Determinants of Mobile Service Quality
Chapter 6
Kyle B. Murray
As customers gain Web site-specific skills they come to perceive the Web site differently and more favourably than inexperienced customers. This is... Sample PDF
Experiencing Quality: The Impact of Practice on Customers' Preferences for and Perceptions of Electronic Interfaces
Chapter 7
Mark P. Sena, C. Edward Heath, Michael A. Webb
Buyers on eBay commonly rely on seller feedback ratings to determine bidding strategies.  Various studies have examined the impact of eBay’s... Sample PDF
The Impact of eBay Ratings and Item Descriptions on Auction Prices: A Comparison of Designer Watches and DVDs
Chapter 8
Shenja van der Graaf
This chapter signals the implications of a shift in production and distribution practices of online advertising in an age of computer... Sample PDF
Viral Experiences: Do You Trust Your Friends?
Chapter 9
Kim Sheehan
Past research has indicated that public opinion polls can have a strong effect on public policy decisions. Since the advent of a commercialized... Sample PDF
Public Opinions of Online Privacy: Definitions, Assessment and Implications for Industry and Public Policy
Chapter 10
Pushkala Raman, Kartik Pashupati
The primary research objectives of this chapter are to: (a) investigate consumer attitudes to the invasion of online privacy, and (b) discover... Sample PDF
Online Privacy: Consumer Concerns and Technological Competence
Chapter 11
Charles F. Hofacker, Jamie Murphy
Unlike most traditional media, the Internet is both digital and interactive. Here we do not simply refer to interactions between consumers and a Web... Sample PDF
Using Server Log Files and Online Experiments to Enhance Internet Marketing
Chapter 12
Nikhilesh Dholakia, Jounghae Bang, Ruby Roy Dholakia
Customers vary in their needs, and their wants change swiftly. The Internet and allied technologies enable customers to locate and obtain a variety... Sample PDF
CRM, KDD and Relationship Marketing: Requisite Trio for Sustainable E-Marketing
Chapter 13
Fiona Sussan
The introduction of the Internet medium has accelerated changes in marketing communications. This chapter proposes an Interactive Marketing... Sample PDF
An Interactive Marketing Communications Model in New Product Diffusion
Chapter 14
Kirk St.Amant
The global diffusion of the Internet has resulted in a new degree of access to international markets. Creating successful online materials for... Sample PDF
A Rhetorical-Prototype Mechanism for Creating International E-Marketing Materials
Chapter 15
Ronald E. Goldsmith, Barbara A. Lafferty
Innovativeness is a willingness to try new things. Combined with other factors, innovativeness leads consumers to be among the first to adopt new... Sample PDF
How Innovativeness Influences Internet Shopping
About the Authors