Following the breadcrumbs: An analysis of online product review characteristics by online shoppers. Issue 2 (4th March 2017)

• Record Type: Journal Article
• Authors: Muralidharan, Sidharth; Yoon, Hye Jin; Sung, Yongjun; Miller, Jessica; Lee, Arturo
• Is Part Of: Journal of marketing communications. Volume 23:Issue 2(2017)
• Page Start: 113
• Page End: 134
• Publication Date: 2017-03-04
• Subjects: online product reviews -- satisfaction -- review valence -- review quality -- emotions -- end actions; Communication in marketing -- Periodicals; 658.8
• DOI: 10.1080/13527266.2014.949824
• Languages: English
• ISSNs: 1352-7266

Abstract

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) fromAmazon.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.