Understanding new products’ market performance using Google Trends
Chumnumpan, P. and Xiaohui, S 2019. Understanding new products’ market performance using Google Trends. Australasian Marketing Journal. 27 (2), pp. 91-103.
|Authors||Chumnumpan, P. and Xiaohui, S|
This paper seeks to empirically examine diffusion models and Google Trends’ ability to explain and nowcast the new product growth phenomenon. In addition to the selected diffusion models and Google Trends, this study proposes a new model that incorporates the two. The empirical analysis is based on the cases of the iPhone and the iPad. The results show that the new model exhibits a better curve fit among all the studied ones. In terms of nowcasting, although the performance of the new model differs from that of Google Trends in the two cases, they both produce more accurate results than the selected diffusion models.
|Keywords||Big data; Google Trends; New product; Diffusion; Nowcasting|
|Journal||Australasian Marketing Journal|
|Journal citation||27 (2), pp. 91-103|
|Digital Object Identifier (DOI)||doi:10.1016/j.ausmj.2019.01.001|
|Online||06 Mar 2019|
|Publication process dates|
|Accepted||10 Jan 2019|
|Deposited||07 May 2020|
|Accepted author manuscript|
Accepted author manuscript
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