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Understanding New Products’ Market Performance Using Google Trends

Chumnumpan, Pattarin, Shi, Xiaohui (2019) Understanding New Products’ Market Performance Using Google Trends. Australasian Marketing Journal, 27 (2). pp. 91-103. E-ISSN 1441-3582. (doi:10.1016/j.ausmj.2019.01.001) (KAR id:73427)

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https://doi.org/10.1016/j.ausmj.2019.01.001

Abstract

This paper seeks to empirically examine diffusion models and Google Trends’ ability to explain and nowcast the new product growth phenomenon. In addition to the selected diffusion models and Google Trends, this study proposes a new model that incorporates the two. The empirical analysis is based on the cases of the iPhone and the iPad. The results show that the new model exhibits a better curve fit among all the studied ones. In terms of nowcasting, although the performance of the new model differs from that of Google Trends in the two cases, they both produce more accurate results than the selected diffusion models.

Item Type: Article
DOI/Identification number: 10.1016/j.ausmj.2019.01.001
Uncontrolled keywords: big data; Google Trends; new product; diffusion; nowcasting
Subjects: H Social Sciences > HF Commerce > HF5351 Business
H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > International Business and Strategy
Depositing User: Xiaohui (Leo) Shi
Date Deposited: 09 Apr 2019 13:55 UTC
Last Modified: 09 Sep 2020 08:51 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/73427 (The current URI for this page, for reference purposes)
Shi, Xiaohui: https://orcid.org/0000-0002-3495-4916
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