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Customers can choose to buy products online without certain sensory experiences, such as touching, smelling or tasting. Consequently, product reviews are extremely important to implement online marketing strategies. While reviews can influence customers’ purchase decisions, how they affect the decisions of potential consumers in the case of a growing emerging economy such as India has hitherto not been studied. Positive and negative reviews affect the way customers understand and interpret product information.

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This page is a summary of: The impact of online reviews on e-commerce sales in India: a case study, Economic Research-Ekonomska Istraživanja, January 2021, Taylor & Francis,
DOI: 10.1080/1331677x.2020.1865179.
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