The Rise of Omnichannel Promotion and Distribution
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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