Online Product Review Impact: The Relative Effects of Review Credibility and Review Relevance

Alhassan G. Mumuni,Kelley O’Reilly,Amy MacMillan,Scott Cowley,Brett M. Kelley

Online Product Review Impact: The Relative Effects of Review Credibility and Review Relevance

2019

Alhassan G. Mumuni
Kelley O’Reilly
Amy MacMillan
Scott Cowley
Brett M. Kelley

AbstractThis study conceptualizes, operationalizes, and identifies the drivers of online product review (OPR) relevance and examines its relative effect on OPR impact compared to review credibility...

Keywords:

Marketing
Public relations
Credibility
Economics
product reviews

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