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Direct linkKwark, Young – ProQuest LLC, 2013
Online user-generated content has been ubiquitous. Consumers are eager to not only listen to the other consumers but provide opinion to the public. The former reduces the consumers' uncertainty about products and the latter reduces the firms' uncertainty about consumers. We examine the effect of online product reviews, a most common form of…
Descriptors: Retailing, Manufacturing Industry, Marketing, Merchandising
