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Consumers’ Need for Negative Product Information Before Reading Reviews
Stefan Hirschmeier, University of Cologne
Roman Tilly, University of Cologne
Grand Wailea, Hawaii
12:00 AM - 12:00 AM
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Introduction to the Minitrack on Firm and User Generated Content in the Digital Economy: Key Players, Management and Impact
Michael Klaas, ZHAW - Zurich University of Applied Sciences
Bettina Beurer-Zuellig, ZHAW - Institute of Marketing Management
Grand Wailea, Hawaii
12:00 AM - 12:00 AM
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Perceived Firm Attributes, Social Identification, and Intrinsic Motivation to Voice in Brand Virtual Communities: Differentiating Brand-General and Innovation-Specific Perceptions
Yongqiang Sun, Wuhan University
Cailian Zhao, Wuhan University
Xiao-Liang Shen, Wuhan University
Nan Wang, Wuhan University
Grand Wailea, Hawaii
12:00 AM - 12:00 AM
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When More is More and Less is More: Depth and Breadth of Product Reviews and Their Effects on Review Helpfulness
Jaebong Son, California State University, Chico
Arash Negahban, California State University, Chico
Youngsu Lee, California State University, Chico
James Connolly, California State University, Chico
Dalen Chiang, California State University, Chico
Grand Wailea, Hawaii
12:00 AM - 12:00 AM
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