Kordrostami, Elika; Liu-Thompkins, Yuping; Rahmani, Vahid - In: European Journal of Marketing 55 (2020) 1, pp. 297-314
Purpose: Valence and volume of online reviews are generally considered to influence sales positively. However, existing findings regarding the relative influence of these two components have been inconclusive. This paper aims to explain some of these inconsistencies by examining the moderating...
