_Poster: Customer Review Ecosystem

Su Jung Kim, University of Southern California

Poster Session Presentation

Online customer reviews have become an indispensable part of consumers’ decision-making process. Over 90% of consumers report that they read online reviews before visiting a business, and 84% of people trust online reviews as much as personal recommendations from family and friends. Many studies have investigated the role of online reviews, but mainly focused on valence (e.g., star ratings) or volume. Also, many have suffered from the lack of a proper outcome measure such as individual-level purchase records. Su Jung Kim will feature a series of studies that examine the financial impact of online reviews. She will provide findings from analyses of online review and purchase data from a large online retailer in the U.S. She will also present a framework for customer review ecosystem and discuss future research agenda on online customer reviews.

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State of Marketing Science Summit: Marketing in Disruption

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