Marketing Communication Drivers of Adoption Timing of a New E-Service among Existing Customers
2007-03-28
Research Paper
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Rotterdam School of Management (RSM) Erasmus University, Erasmus Research Institute of Management (ERIM)
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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
Classifications using
Journal of Economic Literature (JEL) Classification System
- M31 : Marketing
- M37 : Advertising
- C44 : Statistical Decision Theory; Operations Research
- M : Business Administration and Business Economics; Marketing; Accounting
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