|dc.description.abstract||In today's world, product iterations continue to accelerate, new product introduction
becomes more and more frequent. Marketers are also utilizing digital marketing
tools to realize a more efficient conversion from marketing efforts to sales
performance. Content marketing and the corresponding electronic word-of-mouth
(eWOM) are examples that digital marketing tools used more and more frequently
This research aims to uncover the effect of prerelease eWOM on new products'
short-term and long-term sales performance and to discover the moderator roles of
free sample and company awareness.
I was indented to build a dynamic regression model that can use prerelease eWOM
data to predict future sales performance. However, there are too many blocks to
collect and process open data sources to a usable panel data.
I collect the analysis data through Steam in the video games industry. The present
research uses linear regression analysis and moderation analysis to solve the
research question on the prerelease eWOM effect and the moderator roles.
The analysis result shows that audience reaction volume significantly affects longterm
and short-term sales performance. Free sample and company awareness can
negatively influence the prerelease eWOM effect. The analysis model also suggests
that the impact of using prerelease publicity (from 0 to 1) may be very different
from increasing the number of prerelease publicity (an increase from 1), and the
effect of using prerelease publicity may be negative. Therefore, driving the
audience reaction volume is the most crucial factor for a successful prerelease
The research results on the moderator roles of free sample and company awareness
give different companies using different product pricing models trailed suggestions
on making the prerelease marketing strategy. In general, products not offering free
samples or from unwell-known companies should leverage the prerelease eWOM
effect from focusing on increasing audience reaction volume.||en_US