Conference
Management response to online customer reviews in distribution channel: A perspective of manufacturers
Abstract
In a distribution channel, where multiple manufacturers and retailers compete intensively, manufacturers' investment decisions on directly communicating with end consumers are strategic. In this study, we examined the interactive relationship between the manufacturers' management response strategies to online customer reviews and the channel structure formed in the online market. We collected data from Amazon.com, where the manufacturers, …
Authors
Li D; Wu R; Wang H
Volume
2019-January
Pagination
pp. 4743-4752
Publication Date
January 1, 2019
Conference proceedings
Proceedings of the Annual Hawaii International Conference on System Sciences
ISSN
1530-1605