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Third-Party Product Review and Firm Marketing Strategy

Chen, Yubo; Xie, Jinhong - In: Marketing Science 24 (2005) 2, pp. 218-240

Product reviews by third parties are growing in popularity. This paper examines when and how a manufacturing firm should adapt its marketing strategies to such reviews. For example, should a firm receiving an unfavorable review reduce its price or adjust its advertising? Should a winning product...

Persistent link: https://www.econbiz.de/10008787579

Does a firm's product recall strategy affect it's financial value?

Chen, Yubo; Ganesan, Shankar; Liu, Yong - In: MSI reports : working paper series (2008) 3, pp. 23-41

Persistent link: https://www.econbiz.de/10003793931

Does a firm's product-recall strategy affect its financial value? : an examination of strategic alternatives during product-harm crises

Chen, Yubo; Ganesan, Shankar; Liu, Yong - In: Journal of marketing 73 (2009) 6, pp. 214-226

Persistent link: https://www.econbiz.de/10003901185

Product-harm crisis management and firm value

Liu, Yong; Chen, Yubo; Ganesan, Shankar; Hess, Ronald - In: Handbook of marketing and finance, (pp. 293-314). 2012

Persistent link: https://www.econbiz.de/10009552395

Social learning in networks of friends versus strangers

Zhang, Jurui; Liu, Yong; Chen, Yubo - In: Marketing science : the marketing journal of the … 34 (2015) 4, pp. 573-589

Persistent link: https://www.econbiz.de/10011313058

Social media metrics : a framework and guidelines for managing social media

Peters, Kay; Chen, Yubo; Kaplan, Andreas M.; Ognibeni, … - In: Journal of interactive marketing : a quarterly … 27 (2013) 4, pp. 281-298

Persistent link: https://www.econbiz.de/10010242273

When do third-party product reviews affect firm value and what can firms do? : the case of media critics and professional movie reviews

Chen, Yubo; Liu, Yong; Zhang, Jurui - In: Journal of marketing 76 (2012) 2, pp. 116-134

Persistent link: https://www.econbiz.de/10009737482

The role of marketing in social media : how online consumer reviews evolve

Chen, Yubo; Fay, Scott; Wang, Qi - In: Journal of interactive marketing : a quarterly … 25 (2011) 2, pp. 85-94

Persistent link: https://www.econbiz.de/10009129700

Media coverage of climate change and sustainable product consumption : evidence from the hybrid vehicle market

Chen, Yubo; Ghosh, Mrinal K.; Liu, Yong; Zhao, Liang - In: Journal of marketing research 56 (2019) 6, pp. 995-1011

Persistent link: https://www.econbiz.de/10012177775

Commentary: marketing and the sharing economy : digital economy and emerging market challenges

Chen, Yubo; Wang, Liantao - In: Journal of marketing 83 (2019) 5, pp. 28-31

Persistent link: https://www.econbiz.de/10012176095

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