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自互联网出现以来,在线推荐对消费者决策的影响引起了广泛关注。YouTube 以及具备博客功能的网站如 MySpace 和 Facebook 正在迅速发展,并经常包含关于品牌和产品的评论。这些评论,无论是正面还是负面,都是用户生成内容(UGC)的一种形式。虽然近期关于同伴推荐的研究考虑了电子口碑,但很少有研究关注 UGC。本研究通过对17位参与者的访谈,探讨消费者对嵌入在 UGC 中的在线推荐与生产者生成内容的看法差异。
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Hyuk Jun Cheong
Margaret Morrison
Journal of Interactive Advertising
University of Tennessee at Knoxville
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Cheong 等人(Sat,)研究了这个问题。
www.synapsesocial.com/papers/69d6ad5efca0359822aa7fee — DOI: https://doi.org/10.1080/15252019.2008.10722141
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