Marketing Communication Drivers of Adoption Timing of a New E-Service Among Existing Customers

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

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Year of publication:	[2013]
Authors:	Prins, R.
Other Persons:	Verhoef, Peter C. (contributor)
Publisher:	[2013]: [S.l.] : SSRN
Subject:	Marketingmanagement \| Marketing management \| Innovationsakzeptanz \| Innovation adoption \| Produktentwicklung \| New product development \| Kaufentscheidung \| Purchase decision \| IT-Dienstleister \| IT service provider \| Vergleichende Werbung \| Comparative advertising \| Beziehungsmarketing \| Relationship marketing