Reading the Voice of the Customer: A Content Analysis of Consumer Reviews

Author

Seshan Ramaswami, Singapore Management UniversityFollow
Susheela Abraham VARGHESE, Singapore Management UniversityFollow

Publication Type

Working Paper

Version

publishedVersion

Publication Date

9-2003

Abstract

Online consumer reviews are an increasingly prominent source of interpersonal influence on consumer preferences. We discuss similarities and differences between these reviews and conventional word-of- mouth sources. A content analysis of 180 online consumer reviews reveals important insights for both academics and managers into the consumer search and influence processes.

Discipline

Sales and Merchandising

Research Areas

Marketing

Citation

Ramaswami, Seshan and VARGHESE, Susheela Abraham. Reading the Voice of the Customer: A Content Analysis of Consumer Reviews. (2003).
Available at: https://ink.library.smu.edu.sg/lkcsb_research/1907

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.