Online Consumer Reviews: The Moderating Effect of Product Category

Master thesis English OPEN
Bjering, Einar; Havro, Lars Jaakko;
(2014)
  • Publisher: Institutt for industriell økonomi og teknologiledelse

This paper tests a previously proposed model for assessing consumer generated online reviews effect on sales, the review impact continuum. Product category is found to play an important role as a moderating factor of several properties concerning user generated online r... View more
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