Tryvertising - What Makes Consumers Share Product Innovations With Others?

This study dealing with the new promising means of tryvertising investigates how consumers’ participation motives affect their sharing of innovative products through their personal network activities. The results contribute to existing literature by linking consumers’ motives to their behavior within tryvertising activities which supports firms to successfully design such campaigns.



Citation:

Manuela Oberhofer, Johann Füller, and Verena Hofmann (2014) ,"Tryvertising - What Makes Consumers Share Product Innovations With Others?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 348-351.

Authors

Manuela Oberhofer, University of Innsbruck, Austria
Johann Füller, University of Innsbruck, Austria
Verena Hofmann, University of Innsbruck, Austria



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences

Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA

Read More

Featured

Competition and Trust in Economic Exchange: Biology, the Environment, and Self-Consciousness Matter

Richard P. Bagozzi, University of Michigan, USA
Jason Stornelli, Oregon State University, USA
Willem Verbeke, Erasmus University Rotterdam, The Netherlands
Benjamin E. Bagozzi, University of Delaware, USA
Avik Chakrabarti, University of Wisconsin - Milwaukee, USA
Tiffany Vu, University of Michigan, USA

Read More

Featured

Meat the Needs: Ahold Delhaize Sustainable Retailing Model

Darrell Eugene Bartholomew, Pennsylvania State University, USA
Maggie M Mehalko, Pennsylvania State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.