Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics

∗We would like to thank the editor and two anonymous referees for their generous inputs into this manuscript that greatly improved its quality. We thank the NPD Group for providing the data used in the

• 저널Journal of Marketing · 74(2) · 133–148
• 토픽Digital Marketing and Social Media · Sociology and Political Science
• DOI10.1509/jmkg.74.2.133
• 저자Feng Zhu, Xiaoquan Zhang