Original paper
Social Media, Influencers, and Adoption of an Eco-Friendly Product: Field Experiment Evidence from Rural China
Abstract
Can low-cost marketing tools that are used to enhance business performance also contribute to creating a better world? The authors investigate the role of online social media tools in alleviating customer (farmer) uncertainty and promoting the adoption of a new eco-friendly pesticide in rural China via a randomized controlled field experiment. The key finding is that even for a new product such as a pesticide, a low-cost social media support...
Paper Details
Title
Social Media, Influencers, and Adoption of an Eco-Friendly Product: Field Experiment Evidence from Rural China
Published Date
Apr 14, 2021
Journal
Volume
85
Issue
3
Pages
10 - 27
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Notes
History