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Being a professor in the business school is fun, said Raji Srinivasan, associate professor of marketing at McCombs. "You get to spend time with the future of the world." Srinivasan gave a paper titled "Social Influence Effects on Online Ratings of Service Firms" March 29 as part of the Faculty Research Series. The paper outlined findings from Srinivasan's recent research on how other consumer's online ratings of a service firm moderate the effects of a reviewer's service encounter characteristics on the reviewer's online rating of the firm.
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