Special Issue of Marketing Science on User-Generated Content (UGC)

摘要

A recent call for funded proposals that was jointly sponsored by the Wharton Interactive Media Initiative and the Marketing Science Institute on UGC demonstrated a strong interest in a variety of research approaches (e.g., experimental, analytical theory, empirical structural, statistical, and data mining) that are being used to study the creation of and impact of UGC. Marketing Science strongly supports this area as important to our field-hence, this call for papers for a special issue.