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...

Online brand communities can be valuable to firms, but how do firms cultivate such communities? We find that engagement, that is, ‘likes' in response to firm posts, in the online brand community is associated with subsequent growth in the community. We theorize that when individuals engage...

Online platforms are prone to abuse and manipulations from strategic parties. For example, social media and review websites suffer from sentiment manipulations, manifested in the form of opinion spam and fake reviews. The consequence of such manipulations is the deterioration of information...