When is “free” a bad choice? An empirical approach of promotional effects on “free trials” reviews
School of Business and Management, Shanghai International Studies University, Shanghai, China
ABSTRACT: Free trials1 have become an important way for business to increase popularity and raise user evaluation via review websites. However, how free trials review may affect business performance is still unclear. This paper investigates whether these free trial reviews affect the overall score positively or not and how much the merchants can benefit from “free trials”. By analyzing 37,513 reviews from 79 restaurants located in China generated in dianping.com, the results indicated that the ...
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