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Review Valence Impact on Jello Shot Sales

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • J. Christopher Westland

    (University of Illinois at Chicago)

Abstract

This research studies the impact of customer reviews on the sales of jello shots. It found a statistically significant impact of customer reviews on sales, and that the direction of sentiment in reviews is reflected in the direction of changes in sales. Star ratings were found to be strongly correlated with sales. Three NLP lexicons were used to summarize review text on over 15 thousand reviews. This similarly found a strong correlation in magnitude and direction of sentiments, with the particular NRC sentiments of anger, joy, disgust and trust being the most significant predictors of sales. Research results strongly supported the hypothesis that valence exerts an effect on sales correlated in magnitude and direction.

Suggested Citation

  • J. Christopher Westland, 2024. "Review Valence Impact on Jello Shot Sales," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Luis F. Martinez & Philipp Brüggemann (ed.), Advances in Digital Marketing and eCommerce, pages 225-235, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-62135-2_23
    DOI: 10.1007/978-3-031-62135-2_23
    as

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