The launch of new products: New technology driven firm-user interactions with key opinion leaders for single and multiple interactions

作者：

Highlights：

• When the KOLs’ market influence is high, companies adopt the FUI strategy.

• The network externalities and users’ preference are the key factors of dynamic FUI strategies.

• Frequent interactions increase user preferences and demand, but first increase and then decrease the firm’s profit.

摘要

•When the KOLs’ market influence is high, companies adopt the FUI strategy.•The network externalities and users’ preference are the key factors of dynamic FUI strategies.•Frequent interactions increase user preferences and demand, but first increase and then decrease the firm’s profit.

论文关键词：Firm-user interaction,Dynamic interaction,New product sale,New media platform,Key opinion leader

论文评审过程：Received 21 November 2021, Revised 17 September 2022, Accepted 1 October 2022, Available online 5 October 2022, Version of Record 18 October 2022.

论文官网地址：https://doi.org/10.1016/j.elerap.2022.101206