While many consumers rely heavily on online reviews during their purchases, it is unrealistic to expect a consumer to read every online review and make an informed decision. Many online review systems provide summary views in the form of overall sentiment scores or rating distributions (e.g.,...

How does emotional expression in online reviews affect sales? To answer this question, a model is constructed based on theories of sentiment. This model is tested experimentally. Controlling for online review valence online review emotionality affects product sales. The impact is moderated by...

A Granger Causality study is conducted to understand the causality loop between online reviews and consumer acquisition in YouTube. This paper aims to refute the long-lasting assumption that online reviews are exogenous to sales. By doing so, this paper posts a challenge in understanding the...