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Paid-for Online Product Reviews: The True Price

Idea posted: September 2013
  • CSR & Governance
  • Marketing

Increased awareness of the power of online word of mouth (WOM) in marketing means many companies now offer people financial incentives to write reviews of their products and services. But this could be a short-sighted strategy. Recent research suggests that knowing a review has been ‘solicited’ leads to negative pre-conceptions about products among potential consumers – and that these could prove quite hard to reverse.

Idea #222
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How to Communicate CSR Online to Stakeholders

Idea posted: September 2013
  • CSR & Governance
  • Marketing

The online communication models used by organizations to inform on their CSR activity can impact negatively on the way they are perceived by stakeholders. How can they try to overcome such obstacles and create a format for the future that engages successfully with their audience?

Idea #207
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