This paper presents the first study that utilizes detailed clickstream data on online Word-of-Mouth to uncover mechanisms underlying its influence on consumer decision making. We leverage a feature launch on a major doctor appointment booking platform to study the impacts of online WOM on three...

A powerful trend in the past few years, accelerated by the recent COVID-19 pandemic, is the movement of social activities from in-person events to digital platforms. There is considerable debate about the limits of this virtualization. In particular, the question of whether virtual events on...