Popular online options are more influential than you think

https://pressreleases.responsesource.com/news/98914/popular-online-options-are-more-influential-than-you-think/

Participants

  • Anne-Kathrin Klesse
    Role: Faculty
    Reference type: Referenced
  • Anne-Kathrin Klesse
    Role: Faculty
    Reference type: Quoted
  • Phyliss Jia Gai
    Role: Student
    Reference type: Referenced
  • Phyliss Jia Gai
    Role: Student
    Reference type: Quoted

Media outlets

  • Response Source (Online)

Description

Phyliss Jia Gai, doctoral candidate in Marketing Management at RSM, and Anne-Kathrin Klesse, Assistant Professor of Marketing Management at RSM, have been mentioned in an article. The article discusses what triggers the clicks on a website. Phyliss Jia Gai and Anne-Kathrin Klesse state that "Companies that encourage customers to explore new products through recommendations can be more successful when they optimise these suggestions by using ‘user-based’ explanations, such as “People who like this also like…” or “Customers who viewed this item also viewed.” Anne-Kathrin Klesse states: “This research highlights that how companies explains their recommendations to their customers clearly matters. If these findings are used, companies can boost the success of their recommendations, which will significantly increase the number of products their customers choose to explore.”