Working Papers

Automated Electronic Word of Mouth Suggestions from the Firm: Untapped Potential or Inevitable Backlash?

Jonathan M. Beck, Clay M. Voorhees, Paul W. Fombelle, and Katherine N. Lemon

Mar 17, 2020

Across six lab and field studies, offers a comprehensive assessment of consumer response to the emerging phenomenon of firms using automated digital campaigns to encourage consumer word of mouth.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.