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MIS Quarterly Executive

Abstract

Online reviews of services and products are increasingly posted via mobile devices rather than a website. Our research shows that opinions posted via mobile devices are more timely, shorter, more "to the point" and more negative than web reviews. Organizations need to understand the differences and react accordingly. We provide guidelines to help managers avoid mistakes and prepare for the era of ubiquitous mobile computing so they can best manage mobile-based customer opinions and conversations.Click here for podcast summary (mp3)Click here for free 2-page executive summary (pdf)Click here for free presentation slides (pptx)

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