2010/03/01 by Feng Zhu, Xiaoquan (Michael) Zhang, Xiaoquan Zhang · 1,461 citations
Business, Management and Accounting · Social Sciences · #Advertising #Business #Computer science #Consumer Market Behavior and Pricing #Consumer behaviour #Digital Games and Media #Digital Marketing and Social Media #Marketing #New product development #Product (mathematics) #Product category #The Internet
paper · doi:10.1509/jm.74.2.133
published in Journal of Marketing 74(2), 133-148 (SAGE Publishing)
openalex publication_date 2010/03/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/31
This article examines how product and consumer characteristics moderate the influence of online consumer reviews on product sales using data from the video game industry. The findings indicate that online reviews are more influential for less popular games and games whose players have greater 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 of the increased share of niche products in recent years.