[ Les effets du B.A.O négatif sur La résistance des consommateurs à l'adoption de l'innovation ]
Volume 8, Issue 1, September 2014, Pages 19–34
Tarek Abdellatif1, Dorra Bouaatour2, and Nessrine Khazmi3
1 Expert Consultant Stratégie E-Marketing, A.2.W.M Vanves, France
2 Doctorante, IHEC Carthage, Tunisia
3 Doctorante, IHEC Carthage, Tunisia
Original language: French
Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
In this study, we attempted to understand the dynamics underlying the process of adoption of the innovation by adding resistance opinion leaders and WOM Negatives to a model of market growth. We found that once the resistance was triggered, advertising gives only limited effect, and positive opinions of leaders have little impact on market growth. We have shown that not only the leaders of the resistance Hawking negative WOM reach significantly reduce the size of the end market, but their existence could even completely erase the positive effect of opinion leaders.
Author Keywords: Word Of Mouth, Negative Word Of Mouth, consumer resistance, adoption of innovation.
Volume 8, Issue 1, September 2014, Pages 19–34
Tarek Abdellatif1, Dorra Bouaatour2, and Nessrine Khazmi3
1 Expert Consultant Stratégie E-Marketing, A.2.W.M Vanves, France
2 Doctorante, IHEC Carthage, Tunisia
3 Doctorante, IHEC Carthage, Tunisia
Original language: French
Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
In this study, we attempted to understand the dynamics underlying the process of adoption of the innovation by adding resistance opinion leaders and WOM Negatives to a model of market growth. We found that once the resistance was triggered, advertising gives only limited effect, and positive opinions of leaders have little impact on market growth. We have shown that not only the leaders of the resistance Hawking negative WOM reach significantly reduce the size of the end market, but their existence could even completely erase the positive effect of opinion leaders.
Author Keywords: Word Of Mouth, Negative Word Of Mouth, consumer resistance, adoption of innovation.
Abstract: (french)
Dans cette étude, nous avons tenté de comprendre la dynamique qui sous-tend le processus d'adoption de l'innovation en ajoutant une résistance des leaders d'opinions et les B.A.O Négatifs à un modèle de croissance du marché. Nous avons constaté qu'une fois que la résistance a été déclenchée, la publicité ne donne qu'un effet limité, et les opinions positives des leaders n'ont qu'un faible impact sur la croissance du marché. Nous avons démontré que non seulement les chefs de la résistance colportant du B.A.O négatif arrivent à réduire considérablement la taille du marché final, mais aussi leur existence pourrait même gommer totalement l'effet positif des leaders d'opinion.
Author Keywords: BAO, bouche à oreille négatif, résistance consommateurs, l'adoption de l'innovation.
How to Cite this Article
Tarek Abdellatif, Dorra Bouaatour, and Nessrine Khazmi, “The effects of negative WOM on Consumer resistance to the adoption of innovation,” International Journal of Innovation and Scientific Research, vol. 8, no. 1, pp. 19–34, September 2014.
