This case scenario illustrates in length the review sphere, and particularly the review site, Yelp.Based on the authors' studies of other similar platforms and this, they build a picture of what prompts them to compose and who online reviewers are up.
They observe particular status-seeking behavior on the part of some online reviewers -- people who desire an audience, a readership, a public. This represents an emergent property in an internet world of consumer behavior, and one that's bound to become more pervasive. As such, businesses need to locate ways to participate with this new breed of not-so-common consumer.
Equipped with this understanding of how the reviewsphere works, companies are going to be in a far greater position not only to engage with these sites, yet to reap the advantages of what's certainly a growing worldwide phenomenon that isssto remain here.
PUBLICATION DATE: March 19, 2014 PRODUCT #: IIR115-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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