Researchers at the Indian Institute of Technology Mandi have analysed the different factors that affect herding in adoption of wearable technologies for personal healthcare. They have used mathematical models to analyse data collected from surveys to provide insights into the marketing effectiveness of online reviews. The findings of the research have been published in the Journal of Marketing Communications. The research has been led by Dr Saumya Dixit, Assistant Professor, School of Humanities and Social Sciences, IIT Mandi, and co-authored by her PhD student Ms Anjali Pathania from IIT Mandi and Dr Gowhar Rasool, School of Business Studies, Central University of Jammu, Jammu.
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IIT Mandi research: Online reviews help drive adoption of wearable health monitors
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