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7/28/2019 2007 JOM Marketing Communication Drivers of Adoption Timing of a New E-Service Among Existing Customers
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Marketing Communication Drivers of Adopt ion Timing of a New E-Service among Existing Customers
Remco Prins and Peter C. Verhoef
ERIM REPORTSERIESRESEARCH IN M ANAGEMENT
ERIM Report Series reference number ERS-2007-018-MKT
Publication March 2007
Number of pages 40
Persistent paper URL
Email address corresponding author prins@few.eur.nl
Address Erasmus Research Institute of Management (ERIM)
RSM Erasmus University / Erasmus School of Economics
Erasmus Universiteit Rotterdam
P.O.Box 1738
3000 DR Rotterdam, The Netherlands
Phone: + 31 10 408 1182
Fax: + 31 10 408 9640
Email: info@erim.eur.nl
Internet: www.erim.eur.nl
Bibliographic data and classifications of all the ERIM reports are also available on the ERIM website:www.erim.eur.nl
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ERASMUS RESEARCH INSTITUTE OF M ANAGEMENT
REPORT SERIES
RESEARCH IN MANAGEMENT
ABSTRACT ANDKEYWORDS
Abstract 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.
Free Keywords New product adoption, Competitive advertising, Hazard model, E-services, Telecommunications
Availability The ERIM Report Series is distributed through the following platforms:
Academic Repository at Erasmus University (DEAR),DEAR ERIM Series Portal
Social Science Research Network (SSRN), SSRN ERIM Series Webpage
Research Papers in Economics (REPEC), REPEC ERIM Series Webpage
Classifications The electronic versions of the papers in the ERIM report Series contain bibliographic metadataby the following classification systems:
Library of Congress Classification, (LCC) LCC Webpage
Journal of Economic Literature, (JEL), JEL Webpage
ACM Computing Classification SystemCCS Webpage
Inspec Classification scheme (ICS), ICS Webpage
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Publications in the Report Series Research ∗ in Management
ERIM Research Program: “Marketing”
2007
Marketing Communication Drivers of Adoption Timing of a New E-Service Among Existing CustomersRemco Prins and Peter C. Verhoef ERS-2007-018-MKT
Indirect Network Effects in New Product GrowthStefan Stremersch, Gerard J. Tellis, Philip Hans Franses and Jeroen L.G. BinkenERS-2007-019-MKT
∗
A complete overview of the ERIM Report Series Research in Management:https://ep.eur.nl/handle/1765/1
ERIM Research Programs:LIS Business Processes, Logistics and Information SystemsORG Organizing for PerformanceMKT M k ti
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