Online reviews as a source of marketing research data: a literature analysis

Michael Nche Tuma and Reinhold Decker

International Journal of Electronic Marketing and Retailing, 2013, vol. 5, issue 4, 287-316

Abstract: Many studies related to online reviews and their effects and influences on consumers, businesses, merchants, etc. have been published in the last one and a half decade. However, there has been no general reflection on the online review literature that shows general trends and foci of research. The objective of this study is therefore to explore the usage of online reviews in a marketing research context. A systematic scanning of the current online review research literature was carried out in order to identify online review research applications. The obtained results highlight not only what is researched but also how this is done. As such, it serves as a source of information for academics and practitioners interested in online reviews, and it helps shed light on solving different problems with respect to online review analysis and stimulates further research in this area.

Keywords: online reviews; word-of-mouth; electronic WOM; eWOM characteristics; literature review; marketing research. (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (4)

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