The Rise of Omnichannel Promotion and Distribution
Online Marketplace AdvertisingMay 14, 2018 Hana Choi and Carl F. Mela, 2018, 18-112-05
This study examines the trade-off between advertising revenue and transaction revenue for online marketplaces. While charging a fee for sales encourages "web-rooming," results suggest that lowering the cost-per-action (fees) and increasing the cost-per-consideration (clicks) yields a “win-win" outcome for the platform and its advertisers.
Multichannel Management in the 21st CenturyApr 19, 2018
Webinar featuring Sandy Jap
In this webinar, Sandy Jap will discuss the changes in how customers are buying and what firms need to do about it in an increasingly multichannel world.
The Fateful First Consumer ReviewApr 11, 2018 Sungsik Park, Woochoel Shin, and Jinhong Xie, 2018, 18-106-04
Just how important is the first product review? This analysis of Amazon and Best Buy data finds that the effects are surprisingly powerful and persistent: even after 36 months, a negative first review harms the average review rating and the damage on the number of subsequent reviews increases, rather than decreases, over time.
Detecting Fictitious Consumer Reviews: A Theory-Driven Approach Combining Automated Text Analysis and Experimental DesignOct 4, 2017 Ann Kronrod, Jeffrey K. Lee, and Ivan Gordeliy, 2017, 17-124-10
Increasingly, managers of digital platforms depend on consumer trust and on an abundance of authentic user-generated content. This novel method leverages linguistic theory, experiment-driven data sampling, and automated text analysis to identify potentially fictitious product reviews.
How Firms Can Shape the Customer Experience for Greater Success in Online RetailingAug 16, 2017 Alexander Bleier, Colleen M. Harmeling, and Robert W. Palmatier, 2017, 17-119-08
16 online experiments offer insights on how retailers can adapt online “storefront” design elements for different brands and products. Researchers identify how 13 distinct online design elements shape four key aspects of the online customer experience -- enjoyment, informativeness, social presence, and vividness -- which then influences purchases.
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