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Engagement in Online Communities: Implications for Consumer Price Perceptions

Nguyen, Long TV; Conduit, Jodie; Lu, Vinh; Rao Hill, Sally


Modern consumers are engaged in online communities where interaction with paying and non-paying customers impacts their knowledge and perceptions of marketing strategies such as dynamic pricing practice. Given the increased transparency of pricing strategies due to information sharing via online platforms, service providers need to understand the extent to which online communities influence consumer perceptions of price fairness. Drawing from social information processing and social identity...[Show more]

CollectionsANU Research Publications
Date published: 2015
Type: Journal article
Source: Journal of Strategic Marketing
DOI: 10.1080/0965254X.2015.1095224


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