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.

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