Mueller-Frank, Manuel; Pai, Mallesh; Reggiani, Carlo; … - 2023
In online social networks, social information, i.e., content generated and shared by users (e.g., past purchases), can … information becomes a complement of advertising to rise product awareness, and there is full social information disclosure …. Otherwise, social information is seen as a substitute or rival of paid ad, and it is suppressed, reducing consumers' probability …