Webcare as a signal: exhaustive-selective webcare strategy and brand evaluation
Abstract
Purpose Keeping in mind the growing significance of online reviews, management of responses to the customer reviews – webcare – is becoming important in recent times. How a firm responds to online reviews can send a signal to the readers of the reviews contributing to their brand evaluations. From a strategic perspective, a firm should decide if they should respond to all reviews or respond to only a select few reviews. This study aims to...
Paper Details
Title
Webcare as a signal: exhaustive-selective webcare strategy and brand evaluation
Published Date
May 7, 2021
Volume
55
Issue
7
Pages
1930 - 1953
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Notes
History