Marketing Communication Drivers of Adoption Timing of a New E-Service Among Existing Customers
43 Pages Posted: 3 Nov 2008
Date Written: March 28, 2007
The study investigates the effects of direct and mass marketing communications on the adoption timing of a new e-service among existing customers. The mass marketing communications concern both specific new service advertising and brand advertising from both the focal supplier and competitors. Using a split-hazard approach, the authors account for the fact that a significant part of the customer base will never adopt the new e-service. The empirical results show that service advertising shortens the time to adoption, even when it is initiated by competitors.
Keywords: Competitive advertising, E-services, Hazard model, New product adoption, Telecommunications
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