Online reviews as customers’ dialogues with and about brands

Ewa Maslowska; Su Jung Kim; Edward C. Malthouse; Vijay Viswanathan

doi:10.4337/9781788114899.00010

Online reviews as customers’ dialogues with and about brands

Ewa Maslowska, Su Jung Kim, Edward C. Malthouse, Vijay Viswanathan

Integrated Marketing Communications

Research output: Chapter in Book/Report/Conference proceeding › Chapter

4 Scopus citations

Abstract

In this chapter we define online reviews as a form of customer engagement behavior and provide an overarching framework for understanding the relationships between different elements of customer review ecosystem, its effects on purchase behaviors and consumption experiences, and moderators of these relationships. We discuss what has been examined in the extant literature about the effects of customer reviews and what research questions still need to be addressed. Finally, we provide directions for future research on customer reviews that will help us understand the mechanisms and effects of customer engagement.

Original language	English (US)
Title of host publication	Handbook of Research on Customer Engagement
Publisher	Edward Elgar Publishing Ltd.
Pages	76-96
Number of pages	21
ISBN (Electronic)	9781788114899
ISBN (Print)	9781788114882
DOIs	https://doi.org/10.4337/9781788114899.00010
State	Published - Jan 1 2019

ASJC Scopus subject areas

General Economics, Econometrics and Finance
General Business, Management and Accounting

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10.4337/9781788114899.00010

Cite this

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Online reviews as customers’ dialogues with and about brands

Abstract

ASJC Scopus subject areas

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