Online Reputation
Required Readings
Parts of these readings and themes from them will be covered in the video lecture.
- The Dynamics of Seller Reputation: Evidence from Ebay
- Promotional reviews: An empirical investigation of online review manipulation
- Measuring and Managing the Externality of Managerial Responses to Online Customer Reviews
Video Lecture
Computing Lecture
- Regression, Experiments and Difference in Differences
- Git Hub Repo with starter code
- Code similar to what we did live in class here
Lab Section
- Marketing Analytics in the Wild
TikTok’s User Experience team is worried about the amount of lurkers on their platform and wants to design a new strategy to get them to engage with or post content. Propose a potential strategy that could lead to increases in either form of engagement by lurkers along with an empirical strategy to test whether the strategy is effective.
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Discuss Solutions to Lab Assignment 1
Lab Assignment
- Link to GitHub repository
Additional Readings
These readings are optional, and designed to give interested students a place to look for some further information.
- Reputation and Regulations: Evidence from eBay
- Fake It Till You Make It: Reputation, Competition, and Yelp Review Fraud
- Online Reputation Management: Estimating the Impact of Management Responses on Consumer Reviews
- Part of Group Assignment 1 is based on this paper
- Channels of Impact: User reviews when quality is dynamic and managers respond
- The Squeaky Wheel Gets the Grease—An Empirical Analysis of Customer Voice and Firm Intervention on Twitter
- This paper is quite a tough read due to the relatively complicated modelling