Economical user-generated content (UGC) marketing for online stores based on a fine-grained joint model of the consumer purchase decision process
Abstract
User-generated content (UGC) is influential in reducing customer perceived risk and determining online store sales. E-sellers spend huge costs and efforts to improve UGC for it serves as a convenient and persuasive alternative for marketing and advertising purposes. Considering that consumers may set lower and/or upper limits (i.e., psychological thresholds) in which the good is expected to be, and purchase decisions are considered as a...
Paper Details
Title
Economical user-generated content (UGC) marketing for online stores based on a fine-grained joint model of the consumer purchase decision process
Published Date
Feb 12, 2020
Journal
Volume
21
Issue
4
Pages
1083 - 1112
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