Investigating the roles of online buzz for new product diffusion and its cross-country dynamics

Jaihak Chung

Journal of Business Research, 2011, vol. 64, issue 11, 1183-1189

Abstract: This research investigates the roles of online buzz activities in influencing the speed and scope of new product diffusion and also the interactive dynamics of online buzz activities within and across countries. This study applies a diffusion model with two latent adopters and a log linear model to monthly sales and online messages collected from major online communication sites in five different countries. The empirical study evaluates two different roles of online buzz: (1) accelerating the new product diffusion process by influencing imitation tendency; and (2) expanding potential market size. In addition, the empirical study shows the interactive dynamics of online buzz activities within and across countries, and provides some information on what encourages online buzz activities, and how they interact with each other within a country and across countries.

Keywords: Buzz diffusion; New product diffusion; Online WOM; Cross-country dynamics; Hierarchical Bass model (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:64:y:2011:i:11:p:1183-1189

DOI: 10.1016/j.jbusres.2011.06.020

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