The Effect of Online Customer Reviews’ Characteristics on Sales

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

Abstract

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).

Keywords

Marketing Peris Halogen Harness 

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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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