Query: journal:(Journal of Marketing) title:(Impact of Online Consumer Reviews on Sales\: The Moderating Role of Product and Consumer Characteristics.), Author: Zhu, ISSN: 00222429 or 15477185

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journal:(Journal of Marketing) title:(Impact of Online Consumer Reviews on Sales\: The Moderating Role of Product and Consumer Characteristics.) ISSN: 00222429 or 15477185 Author: Zhu

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journal:(Journal AND of AND Marketing) AND title:(Impact AND of AND Online AND Consumer AND Reviews AND on AND Sales\: AND The AND Moderating AND Role AND of AND Product AND and AND Consumer AND Characteristics.)

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1 Journal article

Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics 10.1509/jmkg.74.2.133

Zhu, Feng; Zhang, Xiaoquan (Michael)

Journal of Marketing — 2010, Volume 74, Issue 2, pp. 133-148

Internet experience. The article shows differential impact of consumer reviews across products in the same product category and suggests that firms' online marketing strategies should be contingent on product and consumer characteristics. The authors discuss the implications of these results in light

Year: 2010

Language: English

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2 Journal article

Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics 10.1509/jm.74.2.133