The polarity of online reviews: Prevalence, drivers and implications
Schoenmueller, Netzer and Stahl, JMR 57(5), 2020, 853-877. Over 280 million reviews from 25 platforms; most platforms show high polarity, varying with how selective customers are about reviewing. Secondary data, experiments and a survey show that polarity self-selection, where customers with extreme evaluations are more likely to write, is an important driver and reduces review informativeness.
Schoenmueller, Netzer and Stahl, JMR 57(5), 2020, 853-877. Over 280 million reviews from 25 platforms; most platforms show high polarity, varying with how selective customers are about reviewing. Secondary data, experiments and a survey show that polarity self-selection, where customers with extreme evaluations are more likely to write, is an important driver and reduces review informativeness.
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Schoenmueller, V., Netzer, O., & Stahl, F. (2020). The polarity of online reviews: Prevalence, drivers and implications. Journal of Marketing Research, 57(5), 853-877. doi:10.1177/0022243720941832 https://doi.org/10.1177/0022243720941832