Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
Aspect-Based Helpfulness Prediction For Online Product Reviews, Yinfei Yang, Cen Chen, Forrest Sheng Bao
Aspect-Based Helpfulness Prediction For Online Product Reviews, Yinfei Yang, Cen Chen, Forrest Sheng Bao
Research Collection School Of Computing and Information Systems
Product reviews greatly influence purchase decisions in online shopping. A common burden of online shopping is that consumers have to search for the right answers through massive reviews, especially on popular products. Hence, estimating and predicting the helpfulness of reviews become important tasks to directly improve shopping experience. In this paper, we propose a new approach to helpfulness prediction by leveraging aspect analysis of reviews. Our hypothesis is that a helpful review will cover many aspects of a product at different emphasis levels. The first step to tackle this problem is to extract proper aspects. Because related products share common …
An Experimental Investigation Of Product Competition And Marketing In Social Networks, Cen Chen, Zhiling Guo, Shih-Fen Cheng, Hoong Chuin Lau
An Experimental Investigation Of Product Competition And Marketing In Social Networks, Cen Chen, Zhiling Guo, Shih-Fen Cheng, Hoong Chuin Lau
Research Collection School Of Computing and Information Systems
We conduct computational experiment using Facebook data to evaluate competing firms’ initial market seeding and subsequent targeted marketing strategies that influence consumers’ new product adoption decisions. We find that firms generally overspend their advertising budget in the market seeding phase. In the subsequent market advertising phase, a coupon strategy (equivalent to price discount) generally yields higher market share than the strategy of distributing free product samples. The effect is more significant when both price and product quality are low. We offer managerial insights into firms’ effective competition strategies for new product introduction in the presence of consumers’ word of mouth …