The increasing emphasis on understanding the antecedents and consequences of customer-to-customer (C2C) interactions is one essential developments customer management in recent years. This interest driven much by new online environments that enable customers to be connected numerous ways also supply researchers’ access rich C2C data. These present an opportunity a challenge for firms researchers who need identify aspects research which focus, as well develop methods take advantage these aim...

Many firms capitalize on their customers’ social networks to improve the success rate of new products. In this article, authors analyze dynamic effects influence and direct marketing adoption a high-technology product. Social is likely play role because decision adopt high-involvement product requires extensive information gathering from various sources. The use call detail records construct ego for large sample customers Dutch mobile telecommunications operator. Using fractional polynomial...

Data is considered the new oil of economy, but privacy concerns limit their use, leading to a widespread sense that data analytics and are contradictory. Yet such view too narrow, because firms can implement wide range methods satisfy different degrees still enable them leverage varied methods. Therefore, current study specifies functions related (i.e., collection, storage, verification, analytics, dissemination insights), compares how these might be performed at levels (consumer,...

Abstract Social conventions change when individuals collectively adopt an alternative over the status quo, in a process known as social diffusion. Our repeated trials of multi-round experiment provided data that helped motivate proposal agent-based model diffusion incorporates inertia and trend-seeking, two behavioural mechanisms are well documented psychology literature. The former causes people to stick with their current decision, latter creates sensitivity population-level changes. We...

In the hope of benefiting from increasing focus on sustainability in Western markets, national brands are introducing new sustainable products.We investigate success products with a unique dataset combining household panel data, consumer survey expert and advertising expenditure data.We show that product introductions achieve lower sales than their conventional counterparts.Investing corporate social responsibility activities compensates for this negative effect is therefore viable strategy...

Purpose This study aims to what extent the helpfulness votes others attach a review affect consumer’s perceived of that review. In addition, purpose this is investigate whether social influence moderates relationships among several content presentation factors and helpfulness. Design/methodology/approach A choice-based conjoint experiment was carried out in which 201 respondents evaluated different reviews chose they perceive as most helpful. Findings Consumers more (less) helpful presence...

In this paper, we assess two alternative indicators of opinion leadership, self-reported leadership and degree centrality, on the same dataset. We also investigate interaction effect these social network environment leadership. use survey data from mobile telecom industry to analyze in smartphone adoption. find that centrality indicates but only under right circumstances. case weak moderate ties, is not significant. However, leaders more effectively influence their strong ties. This study...

Abstract Governments enact various regulations to decrease the use of plastic. This raises question whether effectiveness such measures is restricted realm plastic products being regulated, or and how it ‘spills over’ on other products. Leveraging scanner survey data across 22 countries, authors show that a ban charge bags strengthens descriptive social norms avoid plastic, which in turn curbs purchasing bottles, as well plastics. Yet there also dark side charging consumers for bags,...

Longitudinal data of charity donation decisions reveal patterns in line with moral consistency as well licensing.

In this research, we focus on the presumed negative effect of a sustainability claim product quality. We propose that brands’ corporate social responsibility (CSR) can reduce effect. conduct an experiment to test our hypotheses for newly introduced detergent brand with ecolabel vs. without one high and low CSR levels. The was conducted among 304 participants. Our results show indeed trigger quality concerns. These concerns are reduced brands in CSR. This suggests brand’s sustained commitment...

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Societal change toward sustainability often starts with minorities publicly rebelling against an unsustainable convention (e.g., signing a petition to ban meat products from canteens). Such rebellion is fueled by moral concerns environmental protection). Importantly, such morally-motivated may come at social cost. Others perceive based on as judgment of their actions and resent rebels for it. Rebels refrain avoid these costs. Self-silencing keep conventions in place hamper societal change....