Purpose – The current research aims to explore variables that explain the differences in online reviewers' behavior. Design/methodology/approach – The authors' panel dataset is compiled from Amazon.com's book section and uses publicly available information about reviewers in combination with the reviews they wrote. The authors utilize the Pareto/NBD model with time-invariant covariates. The model's parameters are estimated using maximum likelihood estimates (MLE) with MATLAB software. Findings – This study contributes to the literature by exploring how the characteristics of reviews and the reviewers might shape consumer review frequency and continuity. Specifically, the authors' results show that review ratings, comments on a review, and helpful votes have a positive association with review frequency and continuity. Furthermore, the length of the textual review has a positive relationship with review frequency, but a negative relationship with review continuity. Relative to anonymous reviewers, people who write reviews and use their real names post reviews less often, but their review continuity is longer. Originality/value – This paper is the first to identify empirically variables that explain review frequency and continuity, thus enabling companies to gain a better understanding of their reviewer base and hence to manage online word-of-mouth more efficiently. It is the first study to apply a well-known behavioral model to address online review behavior.
European Journal of Marketing – Emerald Publishing
Published: Sep 20, 2013
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera