The multiple roles of interpersonal communication in new product growth
TV Krishnan, D Vakratsas - International Journal of Research in …, 2012 - Elsevier
Interpersonal Communication (IPC), which includes word of mouth, plays an important role
in the adoption of new products. Despite the extensive study of the role of IPC at the
category level, its role at the brand level has not received its due attention. Using quarterly
data on brand-level sales and marketing variables in the SUV category over 10 years, we
show that IPC among previous adopters of a brand directly influences the sales of not only
the brand itself but also the product category as a whole, which, in turn, indirectly influences …
in the adoption of new products. Despite the extensive study of the role of IPC at the
category level, its role at the brand level has not received its due attention. Using quarterly
data on brand-level sales and marketing variables in the SUV category over 10 years, we
show that IPC among previous adopters of a brand directly influences the sales of not only
the brand itself but also the product category as a whole, which, in turn, indirectly influences …
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