Know Yourself and Know Your Enemy : An Analysis of Firm Recommendations and Consumer Reviews in a Competitive Environment

Online reviews and product recommendations at online stores have successfully enabled customers to readily evaluate alternative products prior to any purchases. In this context, firms generate recommendations to refer customers to a wider variety of products. They also display customer-generated online reviews to facilitate the evaluation of those recommended products. This study integrates these two IT artifacts in order to investigate consumer choice vis-à-vis competing products. We use a dataset collected from Amazon.com consisting of books, sales ranks, recommendations, reviews, and reviewers. We derive the granular impact of reviews, product referrals, and reviewer opinions on the dynamics of product sales within a competitive market using comprehensive econometric analyses