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The Effect of Word of Mouth on Sales: Online Book Reviews

Judith A. Chevalier, Dina Mayzlin

Journal of Marketing Research · 2006 · 6,075 citations

doi.org/10.1509/jmkr.43.3.345

Abstract

The authors examine the effect of consumer reviews on relative sales of books at Amazon.com and Barnesandnoble.com . The authors find that (1) reviews are overwhelmingly positive at both sites, but there are more reviews and longer reviews at Amazon.com ; (2) an improvement in a book's reviews leads to an increase in relative sales at that site; (3) for most samples in the study, the impact of one-star reviews is greater than the impact of five-star reviews; and (4) evidence from review-length data suggests that customers read review text rather than relying only on summary statistics.

Cite this paper

Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345–354. https://doi.org/10.1509/jmkr.43.3.345

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