publication . Other literature type . Article . 2006

Promotional Chat on the Internet

Dina Mayzlin;
  • Published: 01 Mar 2006
  • Publisher: Institute for Operations Research and the Management Sciences (INFORMS)
Abstract
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 consumers' evaluation of their products. Moreover, firms can disguise their promotion as consumer recommendations due to the anonymity afforded by online communities. We explore this new setting where advertising and word of mouth become perfect substitutes because they appear indistinguishable to the consumer. Specifically, we investigate here whether word of mouth remains credible and whether firms cho...
Subjects
free text keywords: advertising, word-of-mouth, source credibility, Internet marketing, Marketing, Business and International Management, The Internet, business.industry, business, Economics, Incentive, Game theoretic, Anonymity, Advertising, Word of mouth, Source credibility, Digital marketing, Substitute good
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publication . Other literature type . Article . 2006

Promotional Chat on the Internet

Dina Mayzlin;