We propose a structural model to study the effect of online product reviews on consumer purchases of experiential products. Such purchases are characterized by limited repeat purchase behavior of the same product item (such as a book title) but significant past usage experience with other...

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...

The fashion business has a dynamic that adapts to the trends that are lighthearted and favored. A store can survive by providing clothes that fit the trend and adapt to the wishes of consumers. Word of mouth has not been investigated much in providing information to consumers that a store is...

Online product reviews constitute a powerful source of information for consumers. Past research has studied the effect of aggregate measures of reviews (such as, average product rating and number of reviews) on consumer behaviour. In this study, we investigate how individual reviews displayed on...

Objective – The study aims to explore the effect of digital Word of Mouth (WOM) marketing on customer purchase decision.Methodology/Technique – Types of research are a descriptive analysis and causal also measuring a conclusion by using a regression analysis and for hypothesis testing using...