Impact of online consumer reviews on sales and price strategies: a review and directions for future research
Abstract
Purpose
The purpose of this paper is to provide a broad overview of the growing literature on the relationship between online consumer reviews and sales, with implications on firm actions such as pricing.
Design/methodology/approach
This paper takes the form of a literature review.
Findings
Interesting results from the literature are organized into six categories: sales and related dependent variables, review dimensions, reviewer characteristics, reader characteristics, product category, and product.
Research limitations/implications
The broad overview of the literature provides insights into potential areas for further research. Several suggestions towards this are provided in the paper. The focus is substantive rather than methodological.
Practical implications
More detailed understanding of the relevant concepts and phenomena will hopefully lead to improved decision making.
Originality/value
While the literature on online reviews is relatively recent, it has expanded quickly during the past five years and this paper fills a need for a broad‐based overview of the field.
Keywords
Citation
De Maeyer, P. (2012), "Impact of online consumer reviews on sales and price strategies: a review and directions for future research", Journal of Product & Brand Management, Vol. 21 No. 2, pp. 132-139. https://doi.org/10.1108/10610421211215599
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited