Information
competition in product launch: Evidence from the movie industry
Social media is an important platform for product
launch and generates rich information for decision making. In this study, we
focused on the competition effects of social information in different product
launch stages. Using data from the Chinese movie market, we developed several
models in experiments. Our results indicate that competitors’ social opinions
are important for focused product sales. Search volume moderates the effect
between social opinion and product sales. Simultaneously, incorporating
product-feature-level social information regarding comparative products in the
model will improve the model’s predictive power over product sales. These
results have both theoretical and practical implications.
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