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Four Types of Information Interplay in Product Reviews and their Sales Effects

  • Consumer decision-making is influenced by user-generated information in reviews of products and services. We predict that sales levels are associated with two forms, respectively, of information inconsistency (confliction and competition) and consistency (confirmation and complementary) often found in product and service reviews. For our investigation, we classified information contained in tablet computer reviews as conflicting, competing, confirming, or complementing using BERT (Bidirectional Encoder Representations from Transformers) and word2vec (Word to Vector) techniques. Estimating an aggregated-level sales rank model over a 24-week period on reviews and sales data obtained from Amazon, we show that variations in tablet sales can be partially explained with our information classification. These findings provide new insights for user-generated content research.

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Author: Yingying Peng, Florian DostORCiD, Bryan Lukas, Christian Homburg
URL:https://www.ama.org/wp-content/uploads/2024/02/2024-Winter-AMA-Proceedings_Feb-28-2024.pdf
ISBN:978-0-87757-018-9
Title of the source (English):2024 AMA Winter Academic Conference Proceedings
Editor: Samantha Cross, Alok Saboo
Document Type:Conference publication peer-reviewed
Language:English
Year of publication:2024
First Page:604
Last Page:606
Series ; volume number:AMA Winter Academic Conference Proceedings ; 35
Faculty/Chair:Fakultät 5 Wirtschaft, Recht und Gesellschaft / FG ABWL, insbesondere Marketing
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