History matters: The impact of online customer reviews across product generations

• Main Authors: LI, Linyi, GOPINATH, Shyam, CARSON, Stephen J.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: online customer reviews; product generations; uncertainty; complementarity; substitution; endogeneity; instrumental variables; E-Commerce; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/6863; https://ink.library.smu.edu.sg/context/lkcsb_research/article/7862/viewcontent/History_Matters__The_Impact_of_Online_Customer_Reviews_Across_Product_Generations.pdf
• Institution: Singapore Management University

We examine how online customer reviews for one generation of a product affect sales of another generation in the same product series. The main intriguing result is that previous generation valence has a positive impact on current generation sales; however, current generation valence has a negative i...