Examining the Causality Loop between Online Reviews and Consumer Acquisition - a Granger Causality Study from YouTube
نویسنده
چکیده
People rely on online reviews to guide their purchasing behavior. According to industry research reports, a big proportion of consumers claim that their purchasing decision is largely influenced by online reviews (Deloitte 2007). In addition, consumers share these reviews with their family, friends or colleagues to make sense of their shopping experiences and deepen social connections (Peters and Kashima 2007). As a result, research increases significantly in size to address the impact of online reviews on consumer acquisition. Rather, this literature generates mixed results. For example, some studies showed that online review valence (from negative to positive) increases sales (e.g., Chevalier and Mayzlin 2006; Dellarocas, et al. 2007), while others showed that the driver of sales is the volume of online reviews, not the valence (e.g., Chen et al 2004; Liu 2006).
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