In recent years online product review forums have been exerting an increasingly powerful influence on consumer choice. Not surprisingly, several firms are becoming interested in leveraging this phenomenon, proactively trying to induce consumers to “spread the word” about their products online (Godes et al. 2005). Interestingly, however, even after one controls for the variance in sales volumes, there appears to be substantial variance in consumers’ propensity to discuss different products online. A deeper understanding of the forces that motivate consumers to write online reviews is, therefore, emerging as a question of both theoretical and practical significance.
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Sources: Chrysanthos Dellarocas, Ritu Narayan
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