Consumer generated content has become a powerful business force that few organizations can afford to ignore. Given this tremendous importance, it is worthwhile to understand what the underlying dynamics of these information sources are, how consumers use them in their decision making process, and how it all aggregately impacts the businesses. This research project addresses the following questions specific to online reviews in sites such as Tripadvisor.com:
Q1: What do consumers look for in a review/feedback? Are there specific features/types of reviews that consumers perceive to be more persuasive?
Q2: How do consumers use these reviews while shopping online? What impact do reviews have on the final act of travelling to a place or booking a hotel/restaurant?
The research paper based on this study is forthcoming in the Journal of Consumer Behavior.
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