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Posts By Rui (Juliet) Zhu, Utpal M. Dholakia, Xinlei (Jack) Chen and Rene Algesheimer

Risky Business
4 years ago

Risky Business

By  •  Online Communities

It seems clear that consumer participation in online communities is here to stay, so managers who sponsor such communities should develop strategies that minimize the potential harm for consumers. In the long run alerting customers about their susceptibility to riskier decisions, would not only help consumers but also help firms safeguard and sustain both their communities and their brands.

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