The Effect of Online Customer Reviews’ Characteristics on Sales

Ewa Maslowska, Edward Carl Malthouse, Stefan F. Bernritter

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


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).

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 publicationBridging the Gap between Advertising Academia and Practice
EditorsGeorge Christodoulides, Anastasia Stathopoulou, Martin Eisend
Place of PublicationWiesbaden
PublisherGabler Verlag
Number of pages14
ISBN (Electronic)9783658152208
ISBN (Print)9783658152192
StatePublished - 2017


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