Schreiner, Thomas F.; Mandler, Timo; van Heerde, Harald J. - In: Journal of the Academy of Marketing Science 53 (2025) 5, pp. 1261-1281
While pre-release consumer buzz may drive new product market performance, little is known about the importance of its distinct behavioral manifestations: communication, search, and participation. This paper not only studies how these three pre-release buzz behaviors affect market performance but...