Advertising

Product Reviews

In the broader context of advertising and marketing, product reviews and the resulting interaction between consumers, also known as electronic word-of-mouth (eWOM), has become an integral aspect in consumers’ buying-decisions. Indeed, consumers today even prefer online recommendations from others over traditional information sources, such as brochures or personal sales advice. Throughout our research, we investigate the determinants of credible product reviews. This blog post sums up our findings and practical implications.