Social networks in new product forecasts and marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
2011
|
| Schlagworte: | |
| Online-Zugang: | Volltext Inhaltsverzeichnis |
| Beschreibung: | IX, 98 S. Ill., graph. Darst. |
Internformat
MARC
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| 245 | 1 | 0 | |a Social networks in new product forecasts and marketing |c Christian Pescher |
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| 300 | |a IX, 98 S. |b Ill., graph. Darst. | ||
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| 502 | |a Passau, Univ., Diss., 2011 | ||
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Datensatz im Suchindex
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| adam_text |
Table of
Content
Table
of Content
.
III
Index of
Tables
.
VI
Index
of Figures
.
.VII
Index
of Symbols
.,.,,.,.,.,,.„.,„„
VIII
Index
of Abbreviations
.
.o.
IX
1.
Introduction.
. 1
1. /
On the Relevance of Social Interaction in Forecasting and Marketing
.1
1.2
Goal of Thesis
.2
1.3
Structure of Thesis
.4
2.
A Comparison of Methods to Measure Social Networks
.6
2.1
Introduction
.7
2.2
Social Networks
.8
2.2.1
The Relevance of Social Networks in Marketing
.8
2.2.2
Influence in Social Networks
.8
2.3
Methods to Measure Consumers
'
Networks
.10
2.3.1
Total Networks
.11
2.3.2
Snowballing
.11
2.3.3
Egocentric Networks.
.11
2.3.4
Characteristics of Contexts of Network Studies and Suitable Methods to Identify
Networks
. 13
2.3.5
A Comparison of the Methods to Measure Networks.
14
2.4
Discussion
.16
3.
Social Network Based Judgmental Forecasting
.
„.„.„„„„.„.„„^^.^„^^ÎS
3.1
Introduction
.19
3.2
Aggregation Information
.20
3.2.1
Methods to Pool Information
.20
3.2.2
Weighting in Aggregation
.21
3.3
Empirical Study
.25
3.3.1
Methodology
.25
3.3.2
Forecasting Tasks
.27
3.3.3
Weights
.27
3.3.4
Results and Discussion
.30
3.5
Implications and General Discussion
.31
4.
Considering Influentials in Market Forecasts
.33
4.1
Introduction
.34
4.2
Influentials' Impact on Purchase Decisions
.36
4.2.1
Drivers of Social Influence
.36
4.2.2
Considering the Role of Influentials in Market Forecasts
.37
4.3
Methodological Approach
.37
4.4
Empirical Study
.38
4.4.1
Goal and Research Design
.38
4.4.2
Measures
.40
4.4.3
Results
.44
4.5
Discussion
.49
5.
Brokers in Social Networks
-
Importance for Marketing Research?
.51
5.1
Introduction
.52
5.2
Concept of Brokers
.53
5.2.1
Brokers and Social Influence: Hypotheses
.54
5.2.2
Overview
.58
5.3
Empirical Study
.58
5.3.1
Research Design
.58
5.3.2
Measures
.58
5.3.3
Results.
.60
5.4
Discussion
.62
6.
Consumers' Forwarding Behavior in Mobile Marketing Campaigns -A Decision-
Model
.64
6.1
Introduction
.65
6.2
Related Literature and Development of Hypotheses
.,.67
6.2.1
Word-of-Mouth in Viral Campaigns
.67
6.2.2
Factors that Influence Consumers' Decision-Making.
.67
6.2.3
Stages of Consumers' Decision-Making in the Referral Process
.68
6.2.4
Development of Hypotheses
.69
6.3.
Empirical Study
.73
6.3.1
Goal and Research Design
.73
IV
6.3.2
Measures
.74
6.3.3
Results and Implications
.75
6.4
Discussion
.79
7.
Conclusion
.81
7.1
Summary
.81
7.2
Implications and Outlook
.83
References
.90
V |
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| spelling | Pescher, Christian Verfasser aut Social networks in new product forecasts and marketing Christian Pescher 2011 IX, 98 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Passau, Univ., Diss., 2011 Soziales Netzwerk (DE-588)4055762-5 gnd rswk-swf Neues Produkt (DE-588)4171552-4 gnd rswk-swf Marktprognose (DE-588)4213774-3 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Neues Produkt (DE-588)4171552-4 s Marktprognose (DE-588)4213774-3 s Soziales Netzwerk (DE-588)4055762-5 s DE-604 Erscheint auch als Online-Ausgabe urn:nbn:de:bvb:739-opus-24348 http://www.opus-bayern.de/uni-passau/volltexte/2011/2434 kostenfrei Volltext Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024383270&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Pescher, Christian Social networks in new product forecasts and marketing Soziales Netzwerk (DE-588)4055762-5 gnd Neues Produkt (DE-588)4171552-4 gnd Marktprognose (DE-588)4213774-3 gnd |
| subject_GND | (DE-588)4055762-5 (DE-588)4171552-4 (DE-588)4213774-3 (DE-588)4113937-9 |
| title | Social networks in new product forecasts and marketing |
| title_auth | Social networks in new product forecasts and marketing |
| title_exact_search | Social networks in new product forecasts and marketing |
| title_full | Social networks in new product forecasts and marketing Christian Pescher |
| title_fullStr | Social networks in new product forecasts and marketing Christian Pescher |
| title_full_unstemmed | Social networks in new product forecasts and marketing Christian Pescher |
| title_short | Social networks in new product forecasts and marketing |
| title_sort | social networks in new product forecasts and marketing |
| topic | Soziales Netzwerk (DE-588)4055762-5 gnd Neues Produkt (DE-588)4171552-4 gnd Marktprognose (DE-588)4213774-3 gnd |
| topic_facet | Soziales Netzwerk Neues Produkt Marktprognose Hochschulschrift |
| url | http://www.opus-bayern.de/uni-passau/volltexte/2011/2434 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024383270&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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