PhD candidate Christilene du Plessis of RSM has written a dissertation called 'Influencers: The Role of Social Influence in Marketing'. Her dissertation and findings have been mentioned in an article, stating that consumers trust online product reviews more when reviewers receive a higher amount of compensation. In addition, reviewers who are not paid at all are more familiar than when they receive a low compensation.

Participants

  • Christilene du Plessis
    Role: PhD Candidate
    Reference type: Referenced

Media Outlets

  • Emerce (Online)