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.
