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Guardians of Trust: How Review Platforms and Firms Can Fight Fakery and Build Consumer Trust (Sandy Jap)

Description:

Customers rely heavily on online reviews for making purchase decisions about electronics, appliances, trips, restaurants, and much more. However, rampant fake reviews make it difficult to know whether the information is trustworthy. Enter review platforms such as Trustpilot, Yelp, and Tripadvisor, whose mission is to provide helpful, authentic reviews to thousands of potential buyers.

Review platforms are critical for connecting seller offerings with potential customers via experienced reviewers and information sharing.  And reviews are becoming increasingly important in the B2B space. The challenge is that the stakeholders (reviewers, customers, and sellers) are beyond a firm’s control. Firms and platforms cannot dictate the content that sellers or reviewers share or the conversations that take place between them online and in public. However, firms can create an environment that facilitates customer learning and information acquisition – but must first earn a customer’s trust in its review content.  How exactly can firms convince customers to rely on their reviews and engage with review platforms? How does any firm assure customers that the reviews left on their website are reliable and trustworthy? In this webinar, we will answers these questions directly.

Speaker:

Sandy Jap

Sandy Jap holds the Sarah Beth Brown Endowed Professorship of Marketing Chair. She joined the faculty in 2001 and prior to that was on the faculty at the Sloan School at MIT and the Wharton School at the University of Pennsylvania. She has published widely on the development of strategic partnering and organizational relationships, go-to-market strategies, and e-procurement. She is the author of Partnering with the Frenemy, a book on the dark side of business relationships and A Field Guide to Channel Strategy, a how-to book on going to market strategy. She is an international speaker, expert witness, and consultant to a wide range of industries and firms. Sandy has won numerous lifetime achievement awards and fellow designations for her impact on the field. Her work has received significant attention from the academic community and the marketplace, including The Wall Street Journal, CFO Magazine, and Harvard Business Review.

She is an editorial board member at leading marketing journals, and a visible leader in the marketing discipline. She teaches channel strategy and retailing management for MBA and executive programs, as well as the marketing strategy seminar in the PhD program. She is a co-founder of the Emory Marketing Analytics Center (MAC). She received her PhD from the University of Florida (Go Gators!) and enjoys spending time with her kids. Tennis, red wine, and Cape Cod summers come in a very close second.

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