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

Authors: Michael Nche Tuma; Reinhold Decker

Addresses: Department of Business Administration and Economics, Bielefeld University, P.O. Box 10 01 31, 33501 Bielefeld, Germany ' Department of Business Administration and Economics, Bielefeld University, P.O. Box 10 01 31, 33501 Bielefeld, Germany

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.

DOI: 10.1504/IJEMR.2013.060263

International Journal of Electronic Marketing and Retailing, 2013 Vol.5 No.4, pp.287 - 316

Available online: 07 Apr 2014 *

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