Advertising strategy in the presence of reviews: An empirical analysis
We study the relationship between online reviews and advertising spending in the hotel industry. Combining a data set of TripAdvisor reviews with other data sets describing these hotels’ advertising expenditures, we show, first, that online ratings have a causal demand-side effect on ad spending. Se...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
INFORMS Inst.for Operations Res.and the Management Sciences
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |