Advertising and Word-of-Mouth Effects on Pre-launch Consumer Interest and Initial Sales of Experience Products

This study examines how consumers' interest in a new experience product develops as a result of advertising and word-of-mouth activities during the pre-launch period. The empirical settings are the U.S. motion picture and video game industries. The focal variables include weekly ad spend, blog volume, online search volume during pre-launch periods, opening-week sales, and product characteristics. We treat pre-launch search volume of keywords as a measure of pre-launch consumer interest in the related product. To identify probable persistent effects among the pre-launch time-series variables, we apply a vector autoregressive modeling approach. We find that blog postings have permanent, trend-setting effects on pre-launch consumer interest in a new product, while advertising has only temporary effects. In the U.S. motion picture industry, the four-week cumulative elasticity of pre-launch consumer interest is 0.187 to advertising and 0.635 to blog postings. In the U.S. video game industry, the elasticities are 0.093 and 1.306, respectively. We also find long-run co-evolution between blog and search volume, which suggests that consumers' interest in the upcoming product cannot grow without bounds for a given level of blog volume

Trademark Vigilance in the Twenty-First Century: An Update

The trademark laws impose a duty upon brand owners to be vigilant in policing their marks, lest they be subject to the defense of laches, a reduced scope of protection, or even death by genericide. Before the millennium, it was relatively manageable for brand owners to police the retail marketplace for infringements and counterfeits. The Internet changed everything. In ways unforeseen, the Internet has unleashed a tremendously damaging cataclysm upon brands—online counterfeiting. It has created a virtual pipeline directly from factories in China to the American consumer shopping from home or work. The very online platforms that make Internet shopping so convenient, and that have enabled brands to expand their sales, have exposed buyers to unwittingly purchasing fake goods which can jeopardize their health and safety as well as brand reputation. This Article updates a 1999 panel discussion titled Trademark Vigilance in the Twenty-First Century, held at Fordham Law School, and explains all the ways in which vigilance has changed since the Internet has become an inescapable feature of everyday life. It provides trademark owners with a road map for monitoring brand abuse online and solutions for taking action against infringers, counterfeiters and others who threaten to undermine brand value

The state-of-the-art in personalized recommender systems for social networking

With the explosion of Web 2.0 application such as blogs, social and professional networks, and various other types of social media, the rich online information and various new sources of knowledge flood users and hence pose a great challenge in terms of information overload. It is critical to use intelligent agent software systems to assist users in finding the right information from an abundance of Web data. Recommender systems can help users deal with information overload problem efficiently by suggesting items (e.g., information and products) that match users’ personal interests. The recommender technology has been successfully employed in many applications such as recommending films, music, books, etc. The purpose of this report is to give an overview of existing technologies for building personalized recommender systems in social networking environment, to propose a research direction for addressing user profiling and cold start problems by exploiting user-generated content newly available in Web 2.0

Intelligent Personalized Searching

Search engine is a very useful tool for almost everyone nowadays. People use search engine for the purpose of searching about their personal finance, restaurants, electronic products, and travel information, to name a few. As helpful as search engines are in terms of providing information, they can also manipulate people behaviors because most people trust online information without a doubt. Furthermore, ordinary users usually only pay attention the highest-ranking pages from the search results. Knowing this predictable user behavior, search engine providers such as Google and Yahoo take advantage and use it as a tool for them to generate profit. Search engine providers are enterprise companies with the goal to generate profit, and an easy way for them to do so is by ranking up particular web pages to promote the product or services of their own or their paid customers. The results from search engine could be misleading. The goal of this project is to filter the bias from search results and provide best matches on behalf of users’ interest

Information Outlook, December 2006

Volume 10, Issue 12https://scholarworks.sjsu.edu/sla_io_2006/1011/thumbnail.jp

Keeping Up To Date with IP News Services and Blogs: Drowning in a Sea Of Sameness?

It seems like so many IP related Websites you visit invite you to join their free email list to keep you up to date. Sources span a wide spectrum including governmental organizations, non-governmental organizations, educational institutions, consulting services, law firms, commercial publishers and more. These sources span the spectrum from free, to low fee to premium pricing. With all of this information overload and choices, how do you differentiate and choose news sources? The goals of this article are twofold. Goal one is to present a survey of types and categories of IP news tools available to IP researchers. Since these tools change with time, goal two is to present strategies and approaches to consider when assembling your portfolio of news sources. I use the term researcher to include anyone looking for news, including lawyers, paraprofessionals, academics, students, corporate searchers and more. Some of this material may be yesterday\u27s news for some and breaking news for others. My hope is that you will find value added in some tools and strategies. Before I present the survey of tools, I want to propose some initial general strategies that might be helpful to apply as the detail of the tools unfold

BlogForever D2.4: Weblog spider prototype and associated methodology

The purpose of this document is to present the evaluation of different solutions for capturing blogs, established methodology and to describe the developed blog spider prototype

Engaging through social media. Part 1 social media explained

This guide is designed for youth project managers, and has the following aims "To explain social media technologies and functions using simple language. To provide you with the tools to increase interest and attendance at your project by working with young people and promoting your activities through social media.

The Internet and Consumer Choice

Presents findings on how heavily consumers rely on the Internet to research and buy music, cell phones, and real estate; whether they post online comments on purchased products; and whether the Internet circumvents traditional means of purchase

Information Outlook, April 2006

Volume 10, Issue 4https://scholarworks.sjsu.edu/sla_io_2006/1003/thumbnail.jp