Notice of RetractionThe mangment of consumer social interactions based on the internet

Notice of Retraction

After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.

We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.

The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.

Consumers´ purchase decisions can be influenced by others´ opinions, and others´ actions. Recent advances in technology have significantly increased the importance of consumer social interactions as a market force. Also information technologies are creating increasing opportunities for firms to facilitate these two types of social interactions. This paper discussed the management of consumer social interactions based on the internet. First, the two types of consumer social interaction were introduced. Then, when and how the seller should adjust its management strategies in response to the two types of consumer social interactions were thought. At last, some management strategies were put forward based on the existing literatures. We find that the seller should pay more attention to consumer social interactions in the period of product production. Providing the existing consumers´ observational learning information on their website can benefit the sellers. When deciding whether to provide the platform for consumers to post their product reviews on the seller´s website, the seller need to consider the relative size of expert and novice segments. Furthermore, the enterprise should distinguish customers´ ranks for their different influence. To different product and marketing conditions, the management strategies should be different. In addition, the third-party reviews, as an important form of word of mouth, can benefit the sellers if they respond to them correctly. In general, we hope that such a study can hel- an enterprise in its decision making.