Preannouncement messages: impetus for electronic word-of-mouth

ABSTRACT

To enhance public opinion, firms must establish effective communication strategies before introducing new products to the market. One of the most popular strategies is to make new product preannouncements (NPPs) to attract consumer attention and create positive buzz. The authors of this paper offer theoretical insights into the relationship between NPPs and electronic word-of-mouth (eWOM). They conduct three experiments to investigate the effects of NPP message clarity and brand characteristics on eWOM. In Study 1, they find that consumers are more likely to disseminate eWOM when NPPs have high rather than low clarity. In Study 2, they show that brand familiarity moderates the effects of NPP message clarity. In Study 3, they show that brand preference moderates the effects. Marketers can use the findings to establish more effective NPP communication strategies that signal brand information. Theoretical implications are discussed.

KEYWORDS:

• New product preannouncement
• eWOM
• message clarity
• brand familiarity
• brand preference

Acknowledgments

The authors thank the editor, guest editors, and anonymous reviewers for their helpful comments during the review process.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

National Natural Science Foundation of China [grant number 71672027].

Notes on contributors

Hao Zhang

Hao Zhang (PhD, Yonsei University) is an associate professor at the Department of Marketing, School of Business Administration, Northeastern University, Hunnan Campus, No. 195, Chuangxin Road, Hunnan District, Shenyang, 110617, China.

Yung Kyun Choi

Yung Kyun Choi (PhD, Michigan State University) a professor at the Department of Advertising and PR, College of Social Science, Dongguk University, 30, Pildong-ro 1 gil, Jung-gu, Seoul 04620 Korea.