5 Result(s)
within
Chapter
Jorge Fresneda
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Chapter and Conference Paper
Key Opinion Leader and Business Growth: Econometrics and Machine Learning Approaches
Key opinion leaders (KOLs) are individuals with a strong social status whose recommendations and opinions are influential on their followers’ decision-making (Bamakan et al. 2019; Chowdhry and Newcomb 1952). Prio...
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Chapter and Conference Paper
Impact of Individual, Brand, and Promotion Characteristics on Coupon Redemptions: An Abstract
The concept of shopper marketing is getting increasing attention from both academics and practitioners (Silveira and Marreiros 2014). Shankar (2011) defines shopper marketing as “the planning and execution of ...
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Chapter and Conference Paper
Automatic Methods for Online Review Classification: An Empirical Investigation of Review Usefulness—An Abstract
In recent years, academic and practitioner interest in consumer-generated online reviews (OCR) has increased. One of the potential reasons for such growth in interest is their categorization as a valuable sour...
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Chapter and Conference Paper
Applying Text Analysis to Determine Factors That Increase the Assessed Usefulness of Online Product Reviews: An Abstract
Online consumer reviews (OCRs) are important in determining sales and price of products because they build trust in the seller (Pavlou and Dimoka 2006). Trust is the driving force in e-commerce (Gefen et al. 2...
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Chapter and Conference Paper
CSR as an Adaptive Selling Tool: a Novel Framework and a Robust Analysis Proposal
In this working chapter the authors document an additional way that CSR can be used by employees to improve customer relationships. That is, employees can use CSR as an adaptive selling tool. Employees use CSR...
