The Impact of Online Reviews on the Information Flows and Outcomes of Marketing Systems

Date

2021-10-01

Author

Watson, Forrest

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Online reviews are changing the way that consumers shop and firms respond to consumer feedback. Viewed more broadly, online reviews are a type of information flow altering the functioning of marketing systems at the micro, meso, and macro levels. A systematic review of the past two decades of research shows great attention to the impact of online reviews on information flows, as well as the nuances of micro-and meso-level efficiency outcomes. However, there is scant consideration for the effectiveness related outcomes of online reviews (such as customer well-being, distributive justice, and externalities). Through a macromarketing lens, online reviews are an information flow with the potential to change well-being outcomes for all stakeholders, rather than just a tool to be exploited by firms or consumers. A theoretical framework and a series of questions are presented for future research on how online reviews and more generally information flows between actors may impact the efficiency and effectiveness of a marketing system.

Subject Keywords

online reviews, eWOM, marketing systems, information flow, marketing system efficiency, marketing system effectiveness,, systematic literature review

URI

https://hdl.handle.net/11511/94477

Journal

JOURNAL OF MACROMARKETING

DOI

https://doi.org/10.1177/02761467211042552

Collections

Department of Business Administration, Article

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Citation Formats

F. Watson, “The Impact of Online Reviews on the Information Flows and Outcomes of Marketing Systems,” JOURNAL OF MACROMARKETING, pp. 0–0, 2021, Accessed: 00, 2021. [Online]. Available: https://hdl.handle.net/11511/94477.