Spillover effects of online comments on high-involvement product sales: evidence from the Chinese automobile industry
Shutian Wang,
Yan Lin,
Lu Yan
et al.
Abstract:PurposeOnline comments significantly impact consumer choice and product sales. Existing research focuses on the direct effects of online comments on product sales, whereas studies on the spillover effects of online comments are relatively limited, especially for high-involvement products. This study explores the impact of online comments of competing products on focal product sales in high-involvement products.Design/methodology/approachData mining techniques are used to collect 72,367 online comments from the… Show more
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