Does the Social Media Power of a Brand Alliance Partner Impact New Product Success? The Case of Movie Stars

摘要

Does the social media power of a brand alliances partner impact new composite product success and which contingency factors influence this relationship? This research investigates whether an external installed social media fan base of a brand ally can help to enhance the sales of a new composite product. The authors are especially interested in the contingency factors that might moderate this effect. They thus also investigate different groups of contingency factors, namely brand success factors, product success factors as well as social media success factors.