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A Comparative Study of Online Consumer Reviews Among Mainstream and Niche Products: Analysis Across Emerging and Developed Markets

Author

Listed:
  • Supratim Kundu

    (S.P. Jain Institute of Management and Research, India)

  • Swapnajit Chakraborti

    (FLAME University, India)

Abstract

The purpose of the paper is to understand the variations in the online consumer reviews among product categories across geographies and cultures. We consider the cases of mainstream products and their lesser-known niche counterparts providing similar utilities across emerging and developed markets. We find reviews vary in terms of characteristics and sentiments across the two categories and markets. The reviews for the niches contain in-depth discussions on some topics. We apply mixed method approach of quantitative analysis, topic modeling, sentiment analysis, and network analysis to arrive at the conclusion. The quantitative analyses confirm the variations, while the qualitative approach enables us to create a typology/ontology for the reviews. Based on the observations, we could successfully map various motives and cultural dimensions related to online reviews to our hierarchical typology. Managers may find our study interesting to boost their online review strategy according to the product category in a specific geography.

Suggested Citation

  • Supratim Kundu & Swapnajit Chakraborti, 2024. "A Comparative Study of Online Consumer Reviews Among Mainstream and Niche Products: Analysis Across Emerging and Developed Markets," International Journal of Business Analytics (IJBAN), IGI Global, vol. 11(1), pages 1-24, January.
    • Handle: RePEc:igg:jban00:v:11:y:2024:i:1:p:1-24
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    References listed on IDEAS

    as
    1. Dellarocas, Chrysanthos, 2003. "The Digitization of Word-of-mouth: Promise and Challenges of Online Feedback Mechanisms," Working papers 4296-03, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    2. Chrysanthos Dellarocas, 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science, INFORMS, vol. 49(10), pages 1407-1424, October.
    3. East, Robert & Hammond, Kathy & Lomax, Wendy, 2008. "Measuring the impact of positive and negative word of mouth on brand purchase probability," International Journal of Research in Marketing, Elsevier, vol. 25(3), pages 215-224.
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