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Hu 2018 by studyallameh is a document available to read on EtoBox.
This paper investigates promotional strategies for new product diffusion by analyzing consumer peer effects and targeting strategies. It concludes that the effectiveness of targeting influentials, susceptibles, or unsusceptibles varies based on budget constraints and promotion intensity, recommending optimal approaches for different scenarios. Specifically, it suggests targeting susceptibles with weak promotions under limited budgets and focusing on influentials with moderate promotions when budgets allow for
- Author
- studyallameh
- Language
- EN