In identifying consumers' behavior, the marketing literature has largely focused on purchase behavior while neglecting to characterize consumers' online reviewing behavior, a significant aspect of modern consumers' interaction with brands. We fill this gap in the literature and identify a...

Lately, online users have become avid content creators and consumers of brands and firms through reviews. These serve as sources to peers and reflect reviewers’ satisfaction levels with different elements of the experiences. Thus, online reviews are considered reliable sources of information...