Marketing Letters

, Volume 24, Issue 1, pp 97–108 | Cite as

Do consumers who conduct online research also post online reviews? A model of the relationship between online research and review posting behavior

  • Girish N. PunjEmail author


The purpose of the research is to investigate whether consumers who conduct online product research also more likely to post online product reviews. An information theory-based classification algorithm is used to estimate the likelihood of a consumer posting an online review conditional on having conducted online product research. Data from a nationally representative probability sample of American internet users are used to estimate the model. The results indicate that the characteristics of consumers who have a greater propensity to conduct online product research but a lower tendency to post online product reviews differ substantially from those who are more likely to post online product reviews but less likely to conduct online product research. The research is important because the degree to which consumers who conduct online product research are similar to those who post online product reviews can be used to track the effectiveness of online word-of-mouth marketing campaigns.


Online reviews Online product research Word of mouth E-commerce Internet retailing 



The author gratefully acknowledges the financial support provided by the Connecticut Information Technology Institute (CITI) and thanks the Pew Internet & American Life Project for providing the data for the study.


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Copyright information

© Springer Science+Business Media, LLC 2012

Authors and Affiliations

  1. 1.Department of Marketing, School of BusinessUniversity of ConnecticutStorrsUSA

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