Publications
Publications
- 2010
- Journal of Marketing
Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics
By: Feng Zhu and Michael Zhang
Abstract
This article examines how product and consumer characteristics moderate the influence of online consumer reviews on product sales using data from the video game industry. The findings indicate that online reviews are more influential for less popular games and games whose players have greater Internet experience. The article shows differential impact of consumer reviews across products in the same product category and suggests that
firms' online marketing strategies should be contingent on product and consumer characteristics. The authors discuss the implications of these results in light of the increased share of niche products in recent years.
Keywords
Internet Marketing; Online Consumer Reviews; Word Of Mouth; Long Tail; Internet and the Web; Marketing Reference Programs; Video Game Industry
Citation
Zhu, Feng, and Michael Zhang. "Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics." Journal of Marketing 74, no. 2 (March 2010): 133–148.