MKTG: Group & Interpersonal Influence on Consumer Behavior (Topic) | 2021

The Fateful First Consumer Review

 
 
 

Abstract

This paper presents theory and empirical evidence on the impact of the first consumer review on the evolution of online word of mouth and the fate of the product.

Volume None
Pages None
DOI 10.1287/MKSC.2020.1264
Language English
Journal MKTG: Group & Interpersonal Influence on Consumer Behavior (Topic)

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