Online reviews : is longer really better?

• Main Authors: Lio, Zhi Sen, Yang, Sherman Junjie, Tan, Daryl Hsien Yong
• Other Authors: Robert Kreuzbauer
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/48117
• Institution: Nanyang Technological University

The first thing that comes to mind when one considers the term ‘online consumer review’ is the number of stars. However, are there any other components of a review that affect our attitudes towards the product? The purpose of this study is to determine if and how the length of these reviews affects...