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Dr. Yong Liu
The University of Arizona, USA
The Effects and Mechanisms of Online Product Reviews
A major component of big data and big data analytics is the product or service reviews available in many websites. These reviews exist in unprecedented scope and scale, and constitute a valuable information source for consumer decisions. This talk presents research related to the effects and mechanisms of online reviews—the impact of consumer reviews (i.e., online word-of-mouth) on product sales, the impact of professional reviews on firms’ market value, and the effectiveness of seller reputation in the emerging online microcontracting market.
Yong Liu is Associate Professor of Marketing and Gary M. Munsinger Chair in Entrepreneurship & Innovation at the Eller College of Management, University of Arizona. He received his Ph.D. in Marketing from the University of British Columbia, Vancouver, Canada. His research focuses on quantitative models of social interactions and influence, media and entertainment markets, especially the motion picture industry, competitive strategies for business and nonprofit organizations, and managing product-harm crisis. His research has been published in journals such as Journal of Marketing, Marketing Science, Quantitative Marketing and Economics, Marketing Letters, and Journal of Public Policy and Marketing. He was named a Marketing Science Institute (MSI) Young Scholar, and currently serves on the Editorial Review Board of Marketing Science and as an Associate Editor for Journal of Retailing.
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