Online reviews as customers’ dialogues with and about brands

Ewa Maslowska, Su Jung Kim, Edward C. Malthouse, Vijay Viswanathan

Research output: Chapter in Book/Report/Conference proceedingChapter


In this chapter we define online reviews as a form of customer engagement behavior and provide an overarching framework for understanding the relationships between different elements of customer review ecosystem, its effects on purchase behaviors and consumption experiences, and moderators of these relationships. We discuss what has been examined in the extant literature about the effects of customer reviews and what research questions still need to be addressed. Finally, we provide directions for future research on customer reviews that will help us understand the mechanisms and effects of customer engagement.

Original languageEnglish (US)
Title of host publicationHandbook of Research on Customer Engagement
PublisherEdward Elgar Publishing
Number of pages21
ISBN (Electronic)9781788114899
ISBN (Print)9781788114882
StatePublished - Jan 1 2019
Externally publishedYes

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)


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