Wednesday 14 March 2018, 12.30PM to 1.30pm
Speaker(s): Dr Snehasish Banerjee, The York Management School
As digital tools and social media applications continue to make rapid inroads into human lives, control over the enactment of the marketing mix is being slowly transferred from firms to customers on the Internet. Specifically with respect to the promotion aspect of marketing, advertisements used to be the most common strategy to persuade customers in the past. Gradually however, promotion is getting democratized through electronic word-of-mouth such as user-generated reviews. Customers are sharing their post-purchase experiences through reviews with other potential customers in the online community. Potential customers in turn are considering these reviews to be closer to the ground, and hence more authentic vis-à-vis marketer-generated advertisements. As its by-product however, the apparently positive paradigm shift has engendered the problem of fake reviews that are now almost ubiquitous yet camouflaged amid authentic entries. This presentation seeks to shed light on the problem from an inter-disciplinary perspective.