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Exploring customer online reviews for new product development: The case of identifying reinforcers in the cosmetic industry

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  • Moutaz Haddara
  • Jenny Hsieh
  • Asle Fagerstrøm
  • Niklas Eriksson
  • Valdimar Sigurðsson

Abstract

This study analyzes online customer reviews in order to investigate customers' preferences regarding cosmetic products. Based on the marketing firm theory, this research explores the possibility of enhancing the bilateral contingent relationships between the customer and the marketing firm within the cosmetics domain. Hence, this study applies market‐search concepts by extracting customer reviews and employing text analytics to identify reinforcers and factors in cosmetic products, which customers are expecting, and their sentiments towards them. Our results suggest that some reinforcers are shared among all customers, but some vary among the different customer segments based on their age and skin tone.

Suggested Citation

  • Moutaz Haddara & Jenny Hsieh & Asle Fagerstrøm & Niklas Eriksson & Valdimar Sigurðsson, 2020. "Exploring customer online reviews for new product development: The case of identifying reinforcers in the cosmetic industry," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 41(2), pages 250-273, March.
    • Handle: RePEc:wly:mgtdec:v:41:y:2020:i:2:p:250-273
    DOI: 10.1002/mde.3078
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    Cited by:

    1. Ao Shen & Peng Wang & Yongyuan Ma, 2022. "When crowding‐in and when crowding‐out? The boundary conditions on the relationship between negative online reviews and online sales," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(6), pages 2016-2032, September.
    2. Park, Jaehun & Lee, Byung Kwon, 2021. "An opinion-driven decision-support framework for benchmarking hotel service," Omega, Elsevier, vol. 103(C).
    3. Zaman, Mustafeed & Vo-Thanh, Tan & Nguyen, Chi T.K. & Hasan, Rajibul & Akter, Shahriar & Mariani, Marcello & Hikkerova, Lubica, 2023. "Motives for posting fake reviews: Evidence from a cross-cultural comparison," Journal of Business Research, Elsevier, vol. 154(C).

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