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Printable Handouts
Navigable Slide Index
- Introduction
- An overview of the presentation
- The importance of online product reviews
- Two way communication
- Effects of product reviews (1)
- Effects of product reviews (2)
- Effects of product reviews (3)
- The volume matters
- Correlation of sales and online reviews
- Effects depend on product and consumer
- Why do consumers generate product reviews?
- Positive versus negative reviews
- Retail related factors
- What makes a product review helpful?
- Review characteristics : positivity bias
- Review characteristics : review length
- Review characteristics : length / helpfulness plot
- Review characteristics: review readability
- Review characteristics: review extremity
- The effect of product characteristics (1)
- The effect of product characteristics (2)
- The effect of review valence on review helpfulness
- The effect of reviewer characteristics (1)
- The effect of reviewer characteristics (2)
- What can be done?
- Engage customers to generate product reviews
- Seek after consumers with innovativeness traits
- Develop review writing guidelines
- Do not censor negative reviews
- Respond and interact with customers
- Thank you
- References (1)
- References (2)
- References (3)
- References (4)
This material is restricted to subscribers.
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
Talk Citation
Pan, Y. (2013, December 1). The helpfulness of user-generated product reviews: a retailer’s perspective [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 10, 2024, from https://doi.org/10.69645/BSAE6544.Export Citation (RIS)
Publication History
The helpfulness of user-generated product reviews: a retailer’s perspective
Published on December 1, 2013
29 min
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