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1. Introduction
2. An overview of the presentation
3. The importance of online product reviews
4. Two way communication
5. Effects of product reviews (1)
6. Effects of product reviews (2)
7. Effects of product reviews (3)
8. The volume matters
9. Correlation of sales and online reviews
10. Effects depend on product and consumer
11. Why do consumers generate product reviews?
12. Positive versus negative reviews
13. Retail related factors
14. What makes a product review helpful?
15. Review characteristics : positivity bias
16. Review characteristics : review length
17. Review characteristics : length / helpfulness plot
18. Review characteristics: review readability
19. Review characteristics: review extremity
20. The effect of product characteristics (1)
21. The effect of product characteristics (2)
22. The effect of review valence on review helpfulness
23. The effect of reviewer characteristics (1)
24. The effect of reviewer characteristics (2)
25. What can be done?
26. Engage customers to generate product reviews
27. Seek after consumers with innovativeness traits
28. Develop review writing guidelines
29. Do not censor negative reviews
30. Respond and interact with customers
31. Thank you
32. References (1)
33. References (2)
34. References (3)
35. References (4)

Topics Covered

• The importance of user-generated product reviews
• What we’ve found from research
• Consumer psychographics that lead to consumers’ review generating behavior
• Retailer-related factors that lead to consumers’ review generating behavior
• The effect of review characteristics on review helpfulness
• The effect of product characteristics on review helpfulness
• The effect of reviewer characteristics on review helpfulness
• What a firm can do to capitalize on the effect of user-generated product reviews

Links

Series:

• Planning and Implementing a Retail Strategy

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on December 1, 2013