The Effects of Expert and Consumer Endorsements on Audience Response
Alex Wang University of Connecticut, Stamford
INTRODUCTION
While Websites Can Perform a variety of marketing functions and selling (Kanso and Nelson, 2004), managing online third-party endorsements becomes an important factor in brand reputation—especially in light of the fact that advertisers are increasingly using their websites to obtain feedback on their products, services, and overall reputation among their customers, and also as a tool to improve their public relations and image (Wang, 2003, 2005a). The importance of strategically taking advantage of cross-channel integration of the internet and maximizing the effectiveness...