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Two essays on product positioning an...

University of Illinois at Urbana-Champaign., Business Administration.

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Two essays on product positioning and social media.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Two essays on product positioning and social media./
作者:	Liu, Xuefeng.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2014,
面頁冊數:	94 p.
附註:	Source: Dissertations Abstracts International, Volume: 77-02, Section: A.
Contained By:	Dissertations Abstracts International77-02A.
標題:	Web studies. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3710917
ISBN:	9781321869323

Two essays on product positioning and social media.
Liu, Xuefeng.

Two essays on product positioning and social media. - Ann Arbor : ProQuest Dissertations & Theses, 2014 - 94 p.

Source: Dissertations Abstracts International, Volume: 77-02, Section: A.

Thesis (Ph.D.)--University of Illinois at Urbana-Champaign, 2014.

This item is not available from ProQuest Dissertations & Theses.

This dissertation consists of two essays on product positioning and social media. In chapter 1, I study how firms should compete with existing products by enhancing product attributes that are important to consumers. I propose that firms can either improve upon one important attribute significantly (the dominant attribute design strategy) or enhance as many important attributes as possible moderately (the general improvement strategy), given that firms' R&D resources are limited. Results from three empirical studies suggest that when the expected product quality is low or the marketing competition is high, the dominant attribute design strategy is more effective in increasing sales and product evaluations, whereas the general improvement strategy is more effective when the market conditions are the opposite. In chapter 2, I study how online user reviews and online expert reviews jointly affect sales. Although numerous studies have examined their effects separately, their joint effects have been largely neglected. Through three empirical studies, I find that the inconsistency of user reviews and that of expert reviews substitute each other, thus mitigating the negative influences of the inconsistency of user reviews and increasing sales. In addition, product quality could moderate these effects. I also identify the customer breadth effect and the customer depth effect as the underlying mechanisms.

ISBN: 9781321869323Subjects--Topical Terms:

2122754
Web studies.
Subjects--Index Terms:

Critic reviews

Two essays on product positioning and social media.
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300 $a 94 p.
500 $a Source: Dissertations Abstracts International, Volume: 77-02, Section: A.
500 $a Publisher info.: Dissertation/Thesis.
500 $a Advisor: Fang, Eric.
502 $a Thesis (Ph.D.)--University of Illinois at Urbana-Champaign, 2014.
506 $a This item is not available from ProQuest Dissertations & Theses.
506 $a This item must not be added to any third party search indexes.
506 $a This item must not be sold to any third party vendors.
520 $a This dissertation consists of two essays on product positioning and social media. In chapter 1, I study how firms should compete with existing products by enhancing product attributes that are important to consumers. I propose that firms can either improve upon one important attribute significantly (the dominant attribute design strategy) or enhance as many important attributes as possible moderately (the general improvement strategy), given that firms' R&D resources are limited. Results from three empirical studies suggest that when the expected product quality is low or the marketing competition is high, the dominant attribute design strategy is more effective in increasing sales and product evaluations, whereas the general improvement strategy is more effective when the market conditions are the opposite. In chapter 2, I study how online user reviews and online expert reviews jointly affect sales. Although numerous studies have examined their effects separately, their joint effects have been largely neglected. Through three empirical studies, I find that the inconsistency of user reviews and that of expert reviews substitute each other, thus mitigating the negative influences of the inconsistency of user reviews and increasing sales. In addition, product quality could moderate these effects. I also identify the customer breadth effect and the customer depth effect as the underlying mechanisms.
590 $a School code: 0090.
650 4 $a Web studies. $3 2122754
653 $a Critic reviews
653 $a Marketing strategy
653 $a Product positioning
653 $a Social media
653 $a User reviews
690 $a 0338
690 $a 0646
710 2 $a University of Illinois at Urbana-Champaign. $b Business Administration. $3 1685213
773 0 $t Dissertations Abstracts International $g 77-02A.
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793 $a English
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