• Corpus ID: 26564629

HOW DO SOCIAL RECOMMENDATIONS INFLUENCE SHOPPING BEHAVIOR ? A FIELD EXPERIMENT

@inproceedings{Grahl2013HOWDS,
  title={HOW DO SOCIAL RECOMMENDATIONS INFLUENCE SHOPPING BEHAVIOR ? A FIELD EXPERIMENT},
  author={J{\"o}rn Grahl and Franz Rothlauf and Oliver Hinz},
  year={2013}
}
Previous research has tried to understand the influence of user-generated content on economic outcomes, however many of these analyses avoid any suggestion of causality which would be very important for drawing managerial implications. We conduct a randomized field experiment in an online store where we exogenously manipulate the visibility of the number of people who like a product (similar to “Likes”' collected by Facebook). This design allows us to analyze the causal effect of social… 

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