Abstract
The global market for bone-conduction headphones is expected to continue to grow, as the COVID-19 pandemic has increased opportunities for telecommunicating, or working from home, as opposed to going to the office every day. Increased teleworking opportunities have led to more online conferencing, and as a result, the market for bone-conduction headphones is growing even more rapidly.Early adopters are very important in today's marketing. They are very sensitive to public trends and tend to adopt new products quickly. Many early adopters gather information on their own, make their own decisions based on the information they gather, and purchase products. And they tend to spread the word about how good the product is and what makes it different from others from a consumer perspective. During a period of market expansion, the diffusion of the word-of-mouth they transmit is key to the diffusion of the product.In this study, we use online word-of-mouth data to study early adopeters’ knowledge of new products.
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