HOW SOCIAL COMMUNITY AND SOCIAL PUBLISHING INFLUENCE NEW PRODUCT LAUNCH: THE CASE OF TWITTER DURING THE PLAYSTATION 4 AND XBOX ONE LAUNCHES

Abstract

While the traditional marketing literature typically illustrates consumers as passive recipients of products and services, social media enables consumers to actively participate in cocreation during new product launch periods. Building on Tuten and Solomon’s Zones of Social Media framework, the authors show how Twitter can be leveraged to create social community and social publishing opportunities. Using an exploratory study investigating the new product launches of the PlayStation 4 and Xbox One video game consoles, the authors show that shared language and personalized communication cultivated through these opportunities can enhance new product launch efforts by facilitating learning and knowledge cocreation.

Additional information

Notes on contributors

Yuna Kim

Yuna Kim (Ph.D., Indiana University), Assistant Professor of Marketing, Mihaylo College of Business and Economics, California State University, Fullerton, Fullerton, CA, [email protected].

Jennifer D. Chandler

Jennifer D. Chandler (Ph.D., University of California, Irvine), Associate Professor of Management, Mihaylo College of Business and Economics, California State University, Fullerton, Fullerton, CA, [email protected].