The Effect of Online Customer Reviews’ Characteristics on Sales

Maslowska, Ewa; Malthouse, Edward C.; and Bernritter, Stefan F.

. 2017. The Effect of Online Customer Reviews’ Characteristics on Sales. In: UNSPECIFIED, ed. Advances in Advertising Research (Vol. VII). Wiesbaden: Springer Gabler, pp. 87-100. ISBN 978-3-658-15219-2 [Book Section]

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Online customer reviews help consumers make decisions, such as purchasing products, watching movies, or joining a sports club. Online reviews have become a major driving force in marketing (Cui et al., 2012) and are a common feature on many websites. Information from other consumers, such as online reviews, is thought to be more persuasive because it is allegedly written by other consumers rather than brands, and is therefore perceived as being more credible and trustworthy (Willemsen et al., 2012).

Item Type	Book Section
Keywords	Online Review, Product Review, Information System Research, Star Rating, Negative Review
Departments, Centres and Research Units	Institute of Management Studies
Date Deposited	19 Sep 2018 11:58
Last Modified	29 Apr 2020 16:52