Interacting User-Generated Content Technologies: How Questions and Answers Affect Consumer Reviews

Wharton Customer Analytics Research Paper Series Interacting User-Generated Content Technologies: How Questions and Answers Affect Consumer Reviews This article studies the question and answer (Q&A) technology of electronic commerce platforms, an increasingly common form of user-generated content that allows consumers to publicly ask product-specific questions and receive responses, either fromRead More

All Ads Are Not Created Equal: Display Advertisement’s Copy and Placement Effects on Clicks and Conversions

Wharton Customer Analytics Research Paper Series All Ads Are Not Created Equal: Display Advertisement’s Copy and Placement Effects on Clicks and Conversions In today’s media ecosystem, advertisers face the challenge to create ad campaigns with the ability to engage consumers and ultimately increase conversions. Hence, they need guidance on howRead More

Market Positioning Using Cross-Reward Effects in a Coalition Loyalty Program

Wharton Customer Analytics Research Paper Series Market Positioning Using Cross-Reward Effects in a Coalition Loyalty Program While single-brand reward programs encourage customers to remain loyal to that one brand, coalition programs encourage customers to be “promiscuous” by offering points redeemable across partner stores. Despite the benefits of this “open relationship”Read More