You are invited to join us for a CRS seminar by Dr. Dina Mayzlin from University of Southern California on Wednesday, Oct. 16, at 11:30am.
Professor Mayzlin's research focuses on how businesses manage social interactions. She also studies advertising and communication strategies. Her research has won a number of awards, including the John D.C. Little Best Paper Award, the ISMS Long Term Impact Award, the O'Dell Long Term Impact Award, and the Frank M. Bass Outstanding Dissertation Award. She serves on the editorial boards of Marketing Science, Journal of Marketing Research, and International Journal of Research in Marketing. Prior joining USC, Professor Mayzlin served on the faculty of Yale University's School of Management.
Lunch will be served.
Title: Promotional Reviews: An Empirical Investigation of Online Review Manipulation
Abstract: Firms' incentive to manufacture biased user reviews impede review usefulness. We examine the differences in reviews for a given hotel between two sites: Expedia.com (only a customer can post a review) and TripAdvisor.com (anyone can post). We argue that the net gains from promotional reviewing are highest for independent hotels with single-unit owners and lowest for branded chain hotels with multi-unit owners. We demonstrate that the hotel neighbors of hotels with a high incentive to fake have more negative reviews on TripAdvisor relative to Expedia; hotels with a high incentive to fake have more positive reviews on TripAdvisor relative to Expedia.
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