Maslowska, E., Malthouse, E. C., & Viswanathan, V. (2017). Do online reviews affect customers differently when they are actually read? In G. Christodoulides, A. Stathopoulou, & M. Eisend (Eds.), Advances in Advertising Research (Vol. VII): Bridging the Gap between Advertising Academia and Practice. (pp. 59-70). Wiesbaden: Springer Fachmedien Wiesbaden.

Abstract: Customers can now share their experiences and opinions with different services and products by writing online reviews, sometimes in real time (i.e., while experiencing the product). Since information provided by other customers is often seen as more noteworthy and trustworthy than advertisements from the firm (Bickart and Schindler, 2001; Blazevic et al., 2013), customer reviews are believed to have a significant influence on customers’ purchase decisions (Zhu and Zhang, 2010).

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