Abstract
Consumer-generated product reviews are a driving force behind online purchases; at the same time, unfavorable reviews can discourage interested online shoppers and eventually hurt the brand. The objective of this exploratory study was to analyze a diverse range of characteristics and the valence of online product reviews that would aid in responding to customer dissatisfaction. Product reviews (N = 1982) from Amazon.com were collected and content analyzed. Some of the key findings include the following: (a) price was the most commonly discussed product feature; (b) online shoppers found two-sided reviews to be most informative, contradicting the commonly held assumption that negative reviews were more informative and diagnostic in nature; and (c) ‘no action’ was the most common end action across two-sided and negative reviews, indicating that varying levels of dissatisfaction might not always lead to a negative end action. Implications for marketers are discussed.
| Original language | English |
|---|---|
| Pages (from-to) | 113-134 |
| Number of pages | 22 |
| Journal | Journal of Marketing Communications |
| Volume | 23 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 2017 Mar 4 |
Bibliographical note
Publisher Copyright:© 2014 Informa UK Limited, trading as Taylor & Francis Group.
Keywords
- emotions
- end actions
- online product reviews
- review quality
- review valence
- satisfaction
ASJC Scopus subject areas
- Business and International Management
- Marketing