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Journal cover: Journal of Product & Brand Management

Journal of Product & Brand Management

ISSN: 1061-0421
Incorporates: Pricing Strategy and Practice

Online from: 1992

Subject Area: Marketing

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Impact of online consumer reviews on sales and price strategies: a review and directions for future research


Document Information:
Title:Impact of online consumer reviews on sales and price strategies: a review and directions for future research
Author(s):Peter De Maeyer, (Department of Marketing, Singapore Management University, Singapore, Singapore)
Citation:Peter De Maeyer, (2012) "Impact of online consumer reviews on sales and price strategies: a review and directions for future research", Journal of Product & Brand Management, Vol. 21 Iss: 2, pp.132 - 139
Keywords:Customer satisfaction, Internet, Internet marketing, Quality, Quality awareness, Quality perceptions, Ratings, Reviews
Article type:Literature review
DOI:10.1108/10610421211215599 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Abstract:

Purpose – The purpose of this paper is to provide a broad overview of the growing literature on the relationship between online consumer reviews and sales, with implications on firm actions such as pricing.

Design/methodology/approach – This paper takes the form of a literature review.

Findings – Interesting results from the literature are organized into six categories: sales and related dependent variables, review dimensions, reviewer characteristics, reader characteristics, product category, and product.

Research limitations/implications – The broad overview of the literature provides insights into potential areas for further research. Several suggestions towards this are provided in the paper. The focus is substantive rather than methodological.

Practical implications – More detailed understanding of the relevant concepts and phenomena will hopefully lead to improved decision making.

Originality/value – While the literature on online reviews is relatively recent, it has expanded quickly during the past five years and this paper fills a need for a broad-based overview of the field.



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