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Activity Number:
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184
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Type:
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Roundtables
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Date/Time:
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Monday, August 3, 2009 : 12:30 PM to 1:50 PM
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Sponsor:
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Section on Statistics and Marketing
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| Abstract - #305875 |
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Title:
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Online User-Generated Content
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Author(s):
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Wendy W. Moe*+
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Companies:
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University of Maryland
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Address:
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, College Park, MD, ,
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Keywords:
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Abstract:
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The post-Internet marketplace is no longer limited to the one-way communications from sellers to buyers. Instead, consumers have become much more active in influencing and altering the conversations around brands and products. Facilitated by developments in online technologies, consumers can easily contribute their thoughts and opinions to the marketplace through discussion groups, product reviews and blogs. However, this new environment is not without risks for sellers. Marketers are increasingly losing control over the dialogue taking place around their product. While this can be a positive development as consumers become more involved and can generate "buzz" in the market, it can also have negative consequences if the tone and content turns negative. This roundtable will discuss some of the issues surrounding the role of user-generated content in the consumer decision process.
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- The address information is for the authors that have a + after their name.
- Authors who are presenting talks have a * after their name.
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