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.
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.
Manuela Oberhofer, University of Innsbruck, Austria
Johann Füller, University of Innsbruck, Austria
Verena Hofmann, University of Innsbruck, Austria
NA - Advances in Consumer Research Volume 42 | 2014
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