NDLI: The effect of online product reviews motivation on collaborative marketing

Content Provider	IEEE Xplore Digital Library
Author	Xiaochen Sun
Copyright Year	2012
Description	Author affiliation: Shanghai University School of Management, Shanghai, China (Xiaochen Sun)
Abstract	With the development of the Internet, the word-of-mouth gradually achieves digital online reviews. On the one hand, enterprises can expand their cooperative marketing and set up good social image; On the other hand, the online reviews can also help customers to obtain more comprehensive information and offer more valuable information for making decision. Through the online reviews, enterprises can make full use of their advantages. Scientific management and marketing about online reviews have become the key to success of collaborative marketing for enterprises. The purpose of this paper is based on the cooperative marketing, using the AHP method to analyze how online reviews affect cooperative marketing sales change and help people understand and give full play to the influence of the online reviews. This paper can offer specific guidance for enterprises to develop effect that online reviews impose on management and marketing.
Starting Page	525
Ending Page	528
File Size	109481
Page Count	4
File Format	PDF
ISBN	9781467322058
e-ISBN	9781467322072
DOI	10.1109/ISRA.2012.6219240
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2012-06-03
Publisher Place	Malaysia
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Cooperative marketing Sales change Online product reviews Robots
Content Type	Text
Resource Type	Article

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