The field of product innovation has expanded rapidly and clear insights regarding the relationship between product innovativeness and new product performance have become more elusive and difficult to discern through qualitative reviews of the literature. To offer much needed clarity, the authors conducted a meta-analysis of 95 correlations on product innovativeness and new product performance that were recorded from 32 studies on the topic. The findings reveal that although the average correlation of 0.24 for innovativeness with performance is small to moderate in size, the relationship is more substantial when various measurement and contextual elements are considered. For example, innovativeness measures that include a meaningfulness dimension yield stronger estimates of relationship strength. The findings also reveal that innovativeness today may not represent the same competitive advantage as in previous years unless the focus is on products rather than services, and specifically, new-to-the-market rather than new-to-the-firm products. Thus, innovativeness can be particularly relevant to new product success but only under certain conditions.
Purpose
This paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines the influence of brand advocacy on purchase intentions of brand advocates and the moderating effect of the amount of time spent on Facebook on the relationship between brand advocacy and purchase intentions. Finally, the moderating effect of brand type (goods vs services) on the relationship between brands’ activities and brand advocacy is explored.
Design/methodology/approach
US adults who use Facebook as their primary social media platform participated in a survey via Amazon Mechanical Turk. Structural equation modeling was used to test the proposed hypotheses.
Findings
The three brand activities are positively related to users’ advocacy of brands toward other users. Brand advocacy also positively influences purchase intentions of brand advocates. The amount of time spent on Facebook moderates the relationship between brand advocacy and purchase intentions. The brand type moderates the relationship between co-creation and brand advocacy.
Originality/value
This study differs from the existing research, which has typically used a user-oriented perspective (e.g. impact of user motivations) to explain brand advocacy and has not considered the outcome of brand advocacy on the brand advocates’ purchase intentions.
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