Online consumers reviews: Examining the moderating effects of product type and product popularity on the review impact on sales

This paper aims to study the role product category plays as a moderating factor in online reviews, by introducing a novel method for product category classification using natural language processing (NLP). The study includes a wide variety of categories, based on a high number of products and number...

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Autores principales:	Øystein Moen, Lars Jaako Havro, Einar Bjering
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2017
Materias:	online product reviews product type popularity sales Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/6b8a986e84e24f38aa06a59b8f9f4051
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spelling	oai:doaj.org-article:6b8a986e84e24f38aa06a59b8f9f40512021-12-02T10:44:30ZOnline consumers reviews: Examining the moderating effects of product type and product popularity on the review impact on sales2331-197510.1080/23311975.2017.1368114https://doaj.org/article/6b8a986e84e24f38aa06a59b8f9f40512017-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2017.1368114https://doaj.org/toc/2331-1975This paper aims to study the role product category plays as a moderating factor in online reviews, by introducing a novel method for product category classification using natural language processing (NLP). The study includes a wide variety of categories, based on a high number of products and number of reviews. The data-set presented includes 1.1 million unique reviews from 4,600 products in 30 different product categories. We find evidence for reviews having an effect on sales, and that this effect interacts with other factors, most notably the product category as well as product popularity. We find that subjectively evaluated products, as well as less popular products see the largest relative effect of WOM. This paper also reveals some evidence of rating biases as 60% of the 1.1 million reviews in our data-set show signs of bimodality. Based on the results we present “the review impact continuum”, a model mapping degree of subjectivity and product popularity enabling managers to assess the expected impact of online consumer reviews for their products.Øystein MoenLars Jaako HavroEinar BjeringTaylor & Francis Grouparticleonline product reviewsproduct typepopularitysalesBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 4, Iss 1 (2017)
institution	DOAJ
collection	DOAJ
language	EN
topic	online product reviews product type popularity sales Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	online product reviews product type popularity sales Business HF5001-6182 Management. Industrial management HD28-70 Øystein Moen Lars Jaako Havro Einar Bjering Online consumers reviews: Examining the moderating effects of product type and product popularity on the review impact on sales
description	This paper aims to study the role product category plays as a moderating factor in online reviews, by introducing a novel method for product category classification using natural language processing (NLP). The study includes a wide variety of categories, based on a high number of products and number of reviews. The data-set presented includes 1.1 million unique reviews from 4,600 products in 30 different product categories. We find evidence for reviews having an effect on sales, and that this effect interacts with other factors, most notably the product category as well as product popularity. We find that subjectively evaluated products, as well as less popular products see the largest relative effect of WOM. This paper also reveals some evidence of rating biases as 60% of the 1.1 million reviews in our data-set show signs of bimodality. Based on the results we present “the review impact continuum”, a model mapping degree of subjectivity and product popularity enabling managers to assess the expected impact of online consumer reviews for their products.
format	article
author	Øystein Moen Lars Jaako Havro Einar Bjering
author_facet	Øystein Moen Lars Jaako Havro Einar Bjering
author_sort	Øystein Moen
title	Online consumers reviews: Examining the moderating effects of product type and product popularity on the review impact on sales
title_short	Online consumers reviews: Examining the moderating effects of product type and product popularity on the review impact on sales
title_full	Online consumers reviews: Examining the moderating effects of product type and product popularity on the review impact on sales
title_fullStr	Online consumers reviews: Examining the moderating effects of product type and product popularity on the review impact on sales
title_full_unstemmed	Online consumers reviews: Examining the moderating effects of product type and product popularity on the review impact on sales
title_sort	online consumers reviews: examining the moderating effects of product type and product popularity on the review impact on sales
publisher	Taylor & Francis Group
publishDate	2017
url	https://doaj.org/article/6b8a986e84e24f38aa06a59b8f9f4051
work_keys_str_mv	AT øysteinmoen onlineconsumersreviewsexaminingthemoderatingeffectsofproducttypeandproductpopularityonthereviewimpactonsales AT larsjaakohavro onlineconsumersreviewsexaminingthemoderatingeffectsofproducttypeandproductpopularityonthereviewimpactonsales AT einarbjering onlineconsumersreviewsexaminingthemoderatingeffectsofproducttypeandproductpopularityonthereviewimpactonsales
_version_	1718396766093574144

Online consumers reviews: Examining the moderating effects of product type and product popularity on the review impact on sales

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