Second funding period (2018-2021)
New Product Buzz: Measurement, Mode of Action, and Influence of Dynamic, Collective Anticipation in Digital Social Media
Thorsten Hennig-Thurau, Henrik Sattler, Ann-Kristin Kupfer, Franziska Völckner
Project B.1 strives to investigate the fascinating phenomenon of “new product buzz”, which has risen in the environment of digital social media. Although it is often named by managers as a critical success factor for new products in our digital times, it is not sufficiently understood by practitioners or scholars.
New product buzz captures the aggregation of observable expressions of anticipation by consumers for a forthcoming new product. This consumer movement, which is also collective and dynamic in nature, is –in contrast to the previously investigated phenomenon of social media firestorms (see the first funding phase of B.1)—characterized by forward-looking anticipation and is thus typically inherently positive in nature.
In this second funding phase of B.1, we first want to introduce a measurement approach for this construct. Building on that, it will be very interesting to investigate the psychological effect of buzz on the individual consumer – what kind of value does buzz provide to consumers, what makes buzz impactful? How does this impact evolve over time – can there a “too much” of buzz? Finally, we want to analyze the economic consequences of buzz and identify its drivers. The expected findings shall cover the relevant aspects of buzz for scholars and practitioners and provide important implications for further research on buzz as well as its management.
First funding period (2015-2018)
Trash-Talk and online firestorms: Impact of negative customer statements in digital social media on brand equity
Henrik Sattler, Thorsten Hennig-Thurau, Franziska Völckner
Project B.1 aims at identifying and characterizing different types of negative customer statements on brands in digital social media (negative dsWOM e. g. via Facebook). This shall provide a better understanding of the various influences of these statements on brand value. We
We furthermore simulate online firestorms (multiple negative customer statements on a brand as