Strategies for Marketing Really New Products to the Mass Market: A Text Mining-Based Case Study of Virtual Reality Games

• DOI: 10.3390/joitmc6010001
• Publication Date: 2019-12-25T16:07:48Z
• Authors: Jeffrey C.F. Ho; Xinzhi Zhang
• Keywords: Online marketplace; really new product; Text mining; HF5001-6182; online marketplace; Digital games; Latent dirichlet allocation; ddc:650; digital games; topic modeling; 05 social sciences; Really new product; latent dirichlet allocation; text mining; HD28-70; Topic modeling; 0502 economics and business; Management. Industrial management; Business

This paper reports on a text mining-based case study aimed at determining how virtual reality (VR) games, as examples of really new products (RNPs), market themselves when they are introduced to the mass market. The goal was examine marketing foci RNPs and any subsequent changes over time survive. VR games type RNP offering several unique benefits, such immersive gameplay storytelling, which advanced compared with their earlier counterparts. To we collected 17,000 pieces promotional from major online gaming marketplace, Steam Store, published beginning second quarter 2016 third 2018. We performed analysis (topic modeling) found that game marketers paid particular attention nature first entered marketplace. However, content increasingly emphasized in quarters. In addition, for seemed go through an exploratory process, not observed among non-VR same period. results offer insights into focus RNPs' evolves newness fades.