When good product reviews are bad news for business

  Customer reviews are a very important source of information for buyers when it is difficult to evaluate or test a product before purchase, as in the case of online purchases. Positive reviews can amplify sales by as much as 0.149, and is particularly relevant for high financial risk decisions, services, hedonic products, and new … Continue reading When good product reviews are bad news for business

Social Media users praise brands in private and criticise in public

Jan Kietzmann and I have been investigating how social media users talk about their consumption experiences online, a phenomenon called “electronic Word of Mouth”, or eWoM. While there is considerable research regarding why and, to an extent, how consumers engage in eWoM, our research is novel in that it: Investigates how different aspects of the … Continue reading Social Media users praise brands in private and criticise in public