{"title":"Online reviews: A literature review and roadmap for future research","authors":"Martina Pocchiari, Davide Proserpio, Yaniv Dover","doi":"10.1016/j.ijresmar.2024.08.009","DOIUrl":null,"url":null,"abstract":"This paper reviews and synthesizes existing research on online reviews, addresses the knowledge gaps, and proposes directions for future research. Taking an interdisciplinary approach, we delve into the stages of the online review process (creation, engagement, impact, and insight) and discuss how they are affected by behavioral biases, review formats, reviewer identity, managerial interventions, and platform design. We discuss the benefits of online reviews—from boosting sales to impacting firms’ reputations and reducing information asymmetries—and the flaws that can compromise their reliability and helpfulness, including promotional reviews, behavioral biases, and context effects. Finally, we identify research gaps in the literature and propose a roadmap for future research. As technology advances and consumer needs evolve, the complexity of online reviews must be further explored to unleash novel insights, guide decisions, and better shape the future landscape of digital platforms.","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":null,"pages":null},"PeriodicalIF":5.9000,"publicationDate":"2024-08-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Research in Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1016/j.ijresmar.2024.08.009","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
This paper reviews and synthesizes existing research on online reviews, addresses the knowledge gaps, and proposes directions for future research. Taking an interdisciplinary approach, we delve into the stages of the online review process (creation, engagement, impact, and insight) and discuss how they are affected by behavioral biases, review formats, reviewer identity, managerial interventions, and platform design. We discuss the benefits of online reviews—from boosting sales to impacting firms’ reputations and reducing information asymmetries—and the flaws that can compromise their reliability and helpfulness, including promotional reviews, behavioral biases, and context effects. Finally, we identify research gaps in the literature and propose a roadmap for future research. As technology advances and consumer needs evolve, the complexity of online reviews must be further explored to unleash novel insights, guide decisions, and better shape the future landscape of digital platforms.
期刊介绍：
The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.
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