Review Valence Impact on Jello Shot Sales

J. Christopher Westland ()
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J. Christopher Westland: University of Illinois at Chicago

A chapter in Advances in Digital Marketing and eCommerce, 2024, pp 225-235 from Springer

Abstract: Abstract This research studies the impact of customer reviews on the sales of jello shots. It found a statistically significant impact of customer reviews on sales, and that the direction of sentiment in reviews is reflected in the direction of changes in sales. Star ratings were found to be strongly correlated with sales. Three NLP lexicons were used to summarize review text on over 15 thousand reviews. This similarly found a strong correlation in magnitude and direction of sentiments, with the particular NRC sentiments of anger, joy, disgust and trust being the most significant predictors of sales. Research results strongly supported the hypothesis that valence exerts an effect on sales correlated in magnitude and direction.

Keywords: Consumer Sentiment; Valence; Natural Language Processing; E-commerce; Consumer Reviews (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-62135-2_23

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DOI: 10.1007/978-3-031-62135-2_23

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