We study the dynamics of usage intensity of second-generation cellular telephony over the diffusion curve. Specifically, we address two questions: First, can we draw conclusions about the underlying drivers of technology diffusion by studying usage intensity? Second, what is the effect of high...

When corporate sponsors want to maximize their exposure, they often focus sponsorship dollars on events, teams, and athletes that will prove to be reliable, respectable, and, most important, repetitive advertising outlets. Analyzing the factors that increase a broadcaster's propensity to display...

Trademarks are indeed about information, but trademark doctrine misunderstands trademarks’ information function. Trademark doctrine takes a broadcast view in a networked world. Rather than a world where a single source transmits messages to a passive public, we live in a world where many...

In accordance with the growing importance of the Internet and the Information and Communication Technologies required to exploit its full potential, a wide array of research has been focused on technology adoption models. Next to this, different forms of advertising like word of mouth marketing...

Purpose: This study was conceptualised to investigate the relationships of invasiveness, privacy concerns, perceived usefulness and the adoption of mobile marketing technology by millennial banking customers in an emerging market economy. Design/methodology/approach: This was a quantitative...

We investigate how consumer word of mouth (WOM) develops over time and in turn influences new product adoption. We develop a dynamic aggregate-level model of WOM development and new product diffusion that explicitly captures consumers’ learning of product quality from both marketing...