Manuscript type: Research Research Aims: to analyse the impact of online reviews on Instagram on online impulse buying behaviour for the beauty product category, with the role of browsing as a mediator. Design/methodology/approach: A conclusive study with 441 respondents, analysed by SEM...

How much does a single negative customer review impact online search and purchase behavior? To answer this question, the authors compare choices made by consumers searching for a product that had a negative review posted on its product-page with those made when the same review had “moved” to...

This study examines how the unique information environment of online forums affects consumers' information acquisitions, and further impacts their purchase behavior. Based on the information foraging theory, we hypothesize that the relevant information patches in online forums facilitate...