ANR-Lab Seminar 'User-generated content in the consumer decision-making model in online commerce'
Event ended
On Monday, February 20, at 15:00, a scientific seminar of the International Laboratory for Applied Network Research will be held, where ANR-Lab research assistant and postgraduate student of the Marketing Department Elena Stegniy will talk about her dissertation research 'Electronic word of mouth in the decision-making process of the consumer in online commerce'.
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Influenced by the availability of digital technologies, more and more processes are transferred online. Thus, consumers interact with the brand and company directly through user-generated content (i.e. generated directly by the consumer). User-generated content often includes reviews on forums and social networks, ratings and comments left on online shopping sites, product reviews, etc.
At the moment, the study discusses methodological approaches to the study of word of mouth and user-generated content (in particular, their specificity in the study of consumer decision-making mechanisms in online commerce).
The seminar will be held online on the Zoom platform.
If you would like to participate in the seminar, please write to the research assistant of the laboratory Nadezhda Buzina (npbuzina@hse.ru).
Date
20 February
15:00
Address
Zoom
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