Case study shows how Yelp.com ratings can lead to 9% revenue increase
When seeking senior management approval for a social media based marketing strategy, case studies are usually a ‘must have’ to help turn your strategy into a commercial reality.
In a working paper titled ‘Reviews, Reputation, and Revenue: The Case of Yelp.com’ the author Michael Luca, an assistant professor of business administration at Harvard Business School, states “a one-star increase in (a) Yelp rating lead(s) to a 5-9 percent increase in revenue”.
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