Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics

For your marketing

Possible founder application

Use reviews especially to reduce uncertainty for new categories and first-time users; segment review prompts by customer context.

Reported result

What the study found

Review impact is heterogeneous: it is stronger for less popular products and for consumers with less prior product experience.

Research question

What the authors investigated

How does the study’s stated design explain its reported outcome in this setting?

Design

Large-scale archival panel of reviews and sales with moderators

Sample and setting

Online video-game market; abstract-only

Scope and transfer

Limitations to keep in view

Abstract/page does not establish broad external validity.

Research sources

abstract_only