Roberts, Deborah Lynn; Candi, Marina; Hughes, Mathew - In: Industrial Management & Data Systems 117 (2017) 10, pp. 2400-2416
Purpose The ability to make use of social network sites (SNSs) to promote new products and facilitate positive word of mouth around new product launch (NPL) presents an important opportunity. However, the mechanisms and motivations of SNS users are not well understood and businesses frequently...