Influence of Online Forums on Customers’ Buying Decisions: A Machine Learning Approach
Reeti Agarwal,
Ankit Mehrotra
Abstract:Online forums are becoming increasingly important in influencing customers’ buying decision process, hence understanding customers’ likelihood to rely on online forums while making buying decisions is of major concern for marketers. The companies should also be aware of how reliance-likelihood differs with the introversion/extraversion nature of customers. Using factor analysis as data reduction technique and classification and regression tree as machine learning technique, the current study categorizes custom… Show more
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