Do Online Reviews Affect Customers Differently When They Are Actually Read?

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Customers can now share their experiences and opinions with different services and products by writing online reviews, sometimes in real time (i.e., while experiencing the product). Since information provided by other customers is often seen as more noteworthy and trustworthy than advertisements from the firm (Bickart and Schindler, 2001; Blazevic et al., 2013), customer reviews are believed to have a significant influence on customers’ purchase decisions (Zhu and Zhang, 2010).

Research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016.
Original languageEnglish (US)
Title of host publicationAdvances in Advertising Research
Subtitle of host publicationChallenges in an Age of Dis-Engagement
EditorsVesna Zabkar, Martin Eisend
PublisherSpringer Gabler
Pages59–70
Number of pages12
VolumeVIII
ISBN (Print)978-3658187309
StatePublished - 2017

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