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Why do people read reviews posted on customer-opinion portals?

journal contribution
posted on 2023-06-09, 02:28 authored by Jamie Burton, Marv Khammash
Consumer reviews are accessible to a huge number of readers online, and thus this electronic word of mouth can affect product performance. This research uses template analysis of readers' stories and interviews to identify themes related to the reading of opinions on review websites (consumer-opinion portals), and within these themes, specific consumer motivations for reading other consumers' reviews. In doing so, it validates reading motivations identified by Hennig-Thurau and Walsh (2003), but finds that they do not encompass all motives for reading UK consumer-opinion-portal content. This study helps marketers to decide how to influence and encourage consumers positively to read about their products and what information they should provide. The research was conducted with users of the online opinion platform, ciao.co.uk.

History

Publication status

  • Published

Journal

Journal of Marketing Management

ISSN

0267-257X

Publisher

Westburn Publishers

Issue

3-4

Volume

26

Page range

230-255

Department affiliated with

  • Business and Management Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2016-08-09

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    University of Sussex (Publications)

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