Online reviews - Incentivisation tools and the impact of online reviews
Online product reviews are an effective and universally popular tool. Up to 90% of consumers read the product reviews available online before making a purchase; 84% even trust them as much as personal recommendations. Positive reviews reduce uncertainty, strengthen the intention to buy and increase customers' willingness to pay. At the same time, many companies face the challenge that their customers write too few, too poor or unhelpful reviews. In our research, we look at the various challenges that the management of online reviews poses for online retailers.
- Which incentives are suitable for increasing the number, rating and quality of online reviews?
- How does participation in a product tester programme affect the likelihood of submitting an online review and the quality of the online review?
- To what extent do the effects of positive online reviews differ for different companies or platforms?
- What factors influence the perceived intention to manipulate and scepticism towards online reviews?
- Kessing, K.; Garnefeld, I.; Böhm, E. (2023). The dark and bright side of online reviews in manufacturer online shops, EMAC Annual Conference, Odense, Denmark.
- Garnefeld, I.; Krah, T.; Böhm, E.; Gremler, D. D. (2021). Online reviews generated through product testing: Can more favourable reviews be enticed with free products? Journal of the Academy of Marketing Science, 49 (4), 703-722. [VHB-Jourqual3: A]
- Garnefeld, I.; Krah, T.; Böhm, E.; Gremler, D. D. (2020). Do product testing programs lead to more favourable online reviews?, 2020 Winter AMA Conference Proceedings.[Best Paper Award]