Innovation diffusion has been studied extensively in a variety of disciplines, including
sociology, economics, marketing, ecology, and computer science. Traditional literature on …

In recent years, social commerce evolved into an emerging phenomenon of global interest
for marketers, businesses, and researchers alike. In light of this development, it is not …

Market diffusion of new products is driven by the actions and reactions of consumers,
distributors, competitors, and other stakeholders, all of whom can be heterogeneous in their …

Marketers must constantly decide how to implement word-of-mouth (WOM) programs, and a
well-developed decision support system (DSS) can provide them valuable assistance in …

Partial least squares structural equation modeling (PLS-SEM) is a widespread multivariate
analysis method that is used to estimate variance-based structural equation models …

Understanding consumer behaviors and how consumers react to marketing campaigns and
viral word‐of‐mouth processes is crucial for marketers. Classical approaches try to infer this …

Purpose To examine the effect of individual versus group evaluation and reward systems on
work group behavior and performance under different task conditions. Methodology Uses …

Managers dealing with new products need to forecast sales growth, especially the time at
which the sales would reach the peak, known as the peak sales time (T*). In most cases …

This paper examines the promotional strategies for new product diffusion by leveraging peer
effects among consumers. Previous studies have offered conflicting recommendations on …

This study explores the main and interaction effects of consumer social network properties
and homophily on the profit impact of seeding programs. Social network properties capture …