Word of Mouth, Observed Adoptions, and Anime-Watching Decisions: The Role of the Personal vs. the Community Network

Mina Ameri; Elisabeth Honka; Ying Xie

doi:10.1287/mksc.2019.1155

Word of Mouth, Observed Adoptions, and Anime-Watching Decisions: The Role of the Personal vs. the Community Network

Mina Ameri¹; Elisabeth Honka²; Ying Xie³

¹ Katz Graduate School of Business, University of Pittsburgh, Pittsburgh, Pennsylvania 15260 · ² Anderson School of Management, University of California, Los Angeles, Los Angeles, California 90095 · ³ Naveen Jindal School of Management, University of Texas at Dallas, Richardson, Texas 75080;

Marketing Science 2019

This paper studies how word of mouth and product adoptions from friends and the whole community affect individuals’ product adoption decisions in the context of anime.

DOI: 10.1287/mksc.2019.1155
Volume: 38 (4)
Pages: 567-583
Language: en
Export: BibTeX
Sources: crossref