Most people report that online reviews are one of the main factors they consider before making a purchase. Unsurprisingly, many companies have attempted to harness reviews’ persuasive power by ...

Edelman, Benjamin, and Scott Duke Kominers. "Online Marketing at Big Skinny." Harvard Business School Case 911-033, February 2011. (Revised February 2012.) (request a courtesy copy.) ...

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It’s well known that consumers value online reviews ... Prashanth Ravula is an Assistant Professor of Marketing at Morgan State University. His research interests lie at the intersection ...