Paid-for Online Product Reviews: The True Price

Idea posted: October 2013

Institutions: University of Pittsburgh Joseph M. Katz Graduate School of Business    INSEAD    IE Business School   

Authors:

Online product reviews are becoming an important part of the marketing ‘mix’. In 2012, a study by Bazaarvoice found that 80 per cent of ‘Generation Y’ consumers (those born between…

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