A lure or a turn-off: social media reactions to business model innovation announcements

Melanie Bowen (), Xiaohan Hannah Wen () and Shinhye Kim ()
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Melanie Bowen: Justus-Liebig-University Giessen
Xiaohan Hannah Wen: Özyeğin University, Çekmeköy Campus
Shinhye Kim: University of Missouri-Columbia

Marketing Letters, 2023, vol. 34, issue 1, No 2, 13-33

Abstract: Abstract How do people react to business model innovation (BMI) announcements on social media? Is the analysis of social media reactions to BMI announcements a fruitful method for assessing the potential and pitfalls of BMIs? This research provides a novel perspective by answering these questions using a multi-case study approach. Our results show that social media reactions to BMI announcements can provide first indications of the success or failure of a BMI as well as initial information on how to further adjust the BMI. However, our results also indicate that classical means of assessing the success of innovations (i.e., through assessing the valence of user reactions) are not effective in the context of BMIs.

Keywords: Business model innovation; Social media; Word-of-mouth; Content analysis; Case study (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s11002-021-09606-3

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