Presentations

Firm’s Management of Social Interactions

Dina Mayzlin, University of Southern California

In this session, Dina Mayzlin will present a framework for the different roles firms can use to manage social interactions. For example, how should firms listen to conversations, and how can these conversations be measured? What is the effect of a firm's response on consumer reviews? How can actions on a consumer interaction platform affect the distribution of their reviews? Dina will discuss how firms can answer these and related questions to enhance their interactions with consumers.

Related Conference

Marketing Science Accelerator

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