The Effect of Online Customer Reviews’ Characteristics on Sales

  • Ewa Maslowska
  • Edward C. Malthouse
  • Stefan F. Bernritter
Part of the European Advertising Academy book series (EAA)


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).


Online Review Product Review Information System Research Star Rating Negative Review 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Fachmedien Wiesbaden 2017

Authors and Affiliations

  • Ewa Maslowska
    • 1
  • Edward C. Malthouse
    • 1
  • Stefan F. Bernritter
    • 2
  1. 1.IMC Medill Spiegel Digital & Database Research Center, Northwestern UniversitySpiegel Digital & Database Research Center, Northwestern University, USAEvanston, IIIUSA
  2. 2.Amsterdam School of Communication Research, University of Amsterdam, the NetherlandsAmsterdamNetherlands

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