Although brands have widely adopted multiple marketing media, our understanding of how to effectively coordinate traditional advertising and social media marketing to improve business outcomes is still limited. This paper examines the role of product fit uncertainty in determining how the two...

Opinion spammers exploit consumer trust by posting false or deceptive reviews that may have a negative impact on both consumers and businesses. These dishonest posts are difficult to detect because of complex interactions between several user characteristics such as review velocity, volume, and...