In the offline world, firms often benefit from responding to consumer complaints. However, the effect of responding to negative comments on social media in the online environment is unclear. A direct firm response may address the negative experience and reduce similar complaints, but such...

We investigate the drivers of social media rebroadcasting behavior by jointly examining the effects of message content, user heterogeneity (both observed and unobserved), the fit between message content and individual users, and the influence of prior rebroadcasting activity. We focus on the...

This research investigates the discontinuous diffusion process associated with User Generated Content (UGC). Specifically, we examine the daily views for a sample of videos posted on YouTube. We assume that the audience for each video is drawn from two segments that represent the initial...

We ask whether online opinions impact consumers' decision quality and assess whether this impact occurs immediately or requires one to undergo learning first. We focus on a setting where consumers have multiple learning experiences using opinions from both uni- and bi-directional network ties....