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Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics

Open access
Zhu, Feng, Zhang, Xiaoquan (Michael)·2010·Journal of Marketing
DOI 10.1509/jm.74.2.133
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Abstract

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.

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Metadata

Authors
Zhu, F., & Zhang, X. (.
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2010-03
Volume
74
Issue
2
Pages
133-148
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1509/jm.74.2.133
OpenAlex
W2163975393
Cited by
2,363
References
8
FWCI
266.07
Type
journal article
Language
en
Open access
green
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)

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CoChat. (2026). Citation check: Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics. https://app.cochat.ai/papers/10.1509/jm.74.2.133
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Zhu, F., & Zhang, X. (. (2010). Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics. Journal of Marketing. https://doi.org/10.1509/jm.74.2.133

Data sources

Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.