Impact of mobility and timing on user-generated content

Document Type

Article

Publication Date

1-1-2014

Abstract

Online reviews of services and products are increasingly posted via mobile devices rather than a website. Our research shows that opinions posted via mobile devices are more timely, shorter, more "to the point" and more negative than web reviews. Organizations need to understand the differences and react accordingly. We provide guidelines to help managers avoid mistakes and prepare for the era of ubiquitous mobile computing so they can best manage mobile-based customer opinions and conversations.

Publication Source (Journal or Book title)

MIS Quarterly Executive

First Page

147

Last Page

157

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