Promotional Chat on the Internet

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Dina Mayzlin;
  • Journal: Marketing Science,volume 25,issue 2 03-04,pages155-163
  • Related identifiers: doi: 10.1287/mksc.1050.0137
  • Subject: advertising, word-of-mouth, source credibility, Internet marketing

Chat rooms, recommendation sites, and customer review sections allow consumers to overcome geographic boundaries and to communicate based on mutual interests. However, marketers also have incentives to supply promotional chat or reviews in order to influence the consume... View more
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