Publication Date
2022
Abstract
Customer product reviews are an integral component for companies conducting e-commerce, enabling them to stay connected and engaged with their consumers. However, more important these reviews are being utilized and incorporated into the marketing plans of companies. Companies can use a mixture of verified and unverified purchase badges in their displayed product reviews. This study finds that as customers are provided with this additional information to help form impressions about the products they are reviewing, customers' need for cognition ultimately determines how they utilize the presence or absence of these badges.
Included in
Advertising and Promotion Management Commons, Arts Management Commons, Business and Corporate Communications Commons, Communication Commons, E-Commerce Commons, Fashion Business Commons, Marketing Commons, Operations and Supply Chain Management Commons, Other Business Commons, Sales and Merchandising Commons