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

Author

Listed:
  • Michael Nche Tuma
  • Reinhold Decker

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.

Suggested Citation

  • Michael Nche Tuma & Reinhold Decker, 2013. "Online reviews as a source of marketing research data: a literature analysis," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 5(4), pages 287-316.
    • Handle: RePEc:ids:ijemre:v:5:y:2013:i:4:p:287-316
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    Citations

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    Cited by:

    1. Sajad Rezaei & Wan Khairuzzaman Wan Ismail, 2014. "Examining online channel selection behaviour among social media shoppers: a PLS analysis," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 6(1), pages 28-51.
    2. Donthu, Naveen & Kumar, Satish & Pandey, Neeraj & Pandey, Nitesh & Mishra, Akanksha, 2021. "Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis," Journal of Business Research, Elsevier, vol. 135(C), pages 758-773.
    3. Schindler, Diana & Decker, Reinhold, 2013. "Some remarks on the internal consistency of online consumer reviews," Australasian marketing journal, Elsevier, vol. 21(4), pages 221-227.
    4. Verma, Sanjeev & Yadav, Neha, 2021. "Past, Present, and Future of Electronic Word of Mouth (EWOM)," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 111-128.

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