The Effect of Online Customer Reviews’ Characteristics on Sales

Maslowska, Ewa; Malthouse, Edward C. and Bernritter, Stefan F.. 2017. The Effect of Online Customer Reviews’ Characteristics on Sales. In: , ed. Advances in Advertising Research (Vol. VII). Wiesbaden: Springer Gabler, pp. 87-100. ISBN 978-3-658-15219-2 [Book Section]

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Abstract or Description

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).

Item Type:

Book Section

Identification Number (DOI):


Online Review, Product Review, Information System Research, Star Rating, Negative Review

Departments, Centres and Research Units:

Institute of Management Studies



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Date Deposited:

19 Sep 2018 11:58

Last Modified:

29 Apr 2020 16:52


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