Contributors
Articles by Song, Taikgun
Park, Sang Kyu; Song, Taikgun; Sela, Aner
It is now rare to base buying decisions purely on personal recommendations; rather, consumers place significant value on online reviews (both positive and negative). However, consumers do not perceive all online reviews as equally valuable. Reviews can be objective, subjective, or a mix of both. Our research examines which type of review is perceived as more valuable for consumers.
