東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Two essays on product positioning an...

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

Linked to FindBook

Google Book

Amazon

博客來

Two essays on product positioning and social media.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Two essays on product positioning and social media./
Author:	Liu, Xuefeng.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2014,
Description:	94 p.
Notes:	Source: Dissertations Abstracts International, Volume: 77-02, Section: A.
Contained By:	Dissertations Abstracts International77-02A.
Subject:	Web studies. -
Online resource:	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.
LDR:02845nmm a2200433 4500 001 2395958
005 20240531084217.5
006 m o d
007 cr#unu||||||||
008 251215s2014 ||||||||||||||||| ||eng d
020 $a 9781321869323
035 $a (MiAaPQ)AAI3710917
035 $a (MiAaPQ)73054
035 $a AAI3710917
040 $a MiAaPQ $c MiAaPQ
100 1 $a Liu, Xuefeng. $3 2181868
245 1 0 $a Two essays on product positioning and social media.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2014
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.
790 $a 0090
791 $a Ph.D.
792 $a 2014
793 $a English
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3710917