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.
Sales and Merchandising
Ramaswami, Seshan and VARGHESE, Susheela Abraham.
Reading the Voice of the Customer: A Content Analysis of Consumer Reviews. (2003). Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/1907