(Institute for Operations Research and the Management Sciences) Online user reviews have become an essential tool for consumers who increasingly rely on them to evaluate products and services before purchase. The business models of online review platforms like Yelp and TripAdvisor, and e-commerce sites like Amazon and Expedia critically depend on them. Should such sites pay users to encourage them to write reviews? According to a study in the INFORMS journal Marketing Science, a leading academic marketing journal, that is a bad idea.
from EurekAlert! - Social and Behavioral Science http://ift.tt/2p1Y6QN
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