Izvorni znanstveni članak
https://doi.org/https://doi.org/10.32728/ric.2025.111/1
Constructing a model synthesizing the factors influencing consumer adoption of new products launched through social media: the case of millennials in Cameroon
Faustine Mimosette Mbiadjo Fandio
; Marketing Department, University of Ngaoundéré, Ngaoundéré, Cameroon
*
Hyacinthe Mengue Meva’a
; Marketing Department, University of Ngaoundéré, Ngaoundéré, Cameroon
* Dopisni autor.
Sažetak
Purpose. The main objective of our research is to determine the factors that affect the
adoption of new products launched via social media among millennials in Cameroon.
Design/Methodology/Approach. The study is characterized as exploratory,
descriptive research, operationalized through a survey, and applied to 350 millennials
using various social media. The research involves a qualitative analysis to identify potential
variables influencing millennials’ adoption of new products through social media, followed
by a quantitative analysis, including data collection procedures, validation, and data
analysis.
Findings and implications. We identified trust and social commerce components
as the most influencing millennials’ adoption of new products. Other factors also contribute
to adoption: product curiosity, information quality, and ease of use. On the other hand,
some factors tend to harm adoption, notably perceived novelty and perceived risk, reflecting
an aversion to innovative products that increase perceived risk. These findings are of great
importance within the scope of new technology adoption and marketing innovation because
they provide managers with useful tools to define a strategy targeting millennials.
Limitations. As a limitation, we highlight the reduced number of interviews
conducted during the qualitative stage, which may have left out some relevant analysis
factors.
Originality. Social media platforms are promising tools for marketing campaigns,
but more knowledge is needed on the factors influencing social media campaigns for new
product introduction (Baum et al., 2019) and adoption. Moreover, there is a need for
research concerning the adoption of new products launched through social media, targeting
millennials in Cameroon. Thus, the originality of our research is based on the proposition
of factors and characteristics taken into consideration by millennials when adopting
new product launches through social media. These findings add to the growing body of
knowledge on social commerce, marketing innovation and product management. Moreover,
the study provides new insights regarding factors that can lead to adopting new products
using social media. Such studies can lead to stimulating marketing innovation in emerging
and developing countries regarding the use of social media.
Ključne riječi
new product adoption; marketing innovation; social media; millennials; Cameroon
Hrčak ID:
347478
URI
Datum izdavanja:
28.5.2026.
Posjeta: 0 *