Abstract
Distinctions in the attributes of niche versus mainstream brands are leveraged to explain differences in the drivers of online review ratings. Specifically, we examine how customer review valence, professional critics review valence, community characteristics, location similarity, and reviewer characteristics may impact a reviewer’s rating. We use a unique dataset on the U.S. beer product category to address our research questions and find that niche brands are more impacted by OWOM activity across the board because consumers are less likely to have established brand awareness and brand imagery formed. Likewise, a reviewer is prone to rating a local niche brand more favorably. Professional critics are generally less influential than the online community for the typical focal reviewer. A prior review from the online community becomes particularly influential when its expertise is high and/or when the prior reviewer has shared geographic locational traits with the focal reviewer. Reviewers that engage more with products/brands tend to align sentiments with professional critics, while those that engage more with the online community tend to align sentiment with that community. Utilizing insights from these results, we provide several guidelines for brand managers in devising appropriate social media strategies.
Notes
OWOM (online word of mouth) is sometimes referred to as electronic WOM (eWOM).
An alternative explanation is that as reviewers gain more expertise in the area, their opinions start to mirror or track those of critics (experts), as highly experienced reviewers become de facto experts in their own right. This may not be the result of critics influence but due to the evolution in taste, or the refining of the palate that allows an experienced reviewer to detect product attributes that less experienced reviewers miss. To address this possibility, in our econometric model, we control for the experience of the reviewer which should at least partially capture the evolving taste of the reviewer. In addition, we also include time effects, which controls for overall changes in taste and preferences over time. However, it is important to also show exposure to critics ratings. From www.beerdvocate.com, we were able to obtain some evidence that suggests that the reviewers are exposed to critics ratings for the products. First, the website posts the winners of the critics ratings competitions. For example, the following link showcases the winners for 2019: https://www.beeradvocate.com/community/threads/2019-great-american-beer-festival-gabf-winners.624310/. Second, the beer reviewers on the online forum discuss the critics ratings. Please see the following example of a reviewer discussing the influence of the rating received by critics during the Great American Beer Festival (GABF): “Setting aside the fact that “best” is subjective, I’m not sure how that’s the same logic. GABF is judged by a panel of judges, and I would hope that they are people with refined palates and extensive beer knowledge. In other words, what they think should carry some weight.”
The Brewer’s Association serves as a leading authority on the beer industry in the U.S. and organizes beer festivals across the world (e.g., The Great American Beer Festival).
The results are qualitatively similar if we use only the overall score.
We provide additional details on the Copulas approach in Web Appendix A.
Web Appendix B shows the results from different nested models. The coefficients of the key measures are qualitatively similar. This provides additional robustness to our findings.
References
Abosag, I., Ramadan, Z. B., Baker, T., & Jin, Z. (2017). Customers’ need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites. Journal of Business Research, 117, 862–872.
Abubakar, A. M., Ilkan, M., & Sahin, P. (2016). eWOM, eReferral and gender in the virtual community. Marketing Intelligence & Planning, 34, 692–710.
Anderson, C. (2006). The long tail: Why the future of business is selling less of more. Hachette Books.
Armstrong, A., & Hagel, J. (2000). The real value of online communities. Knowledge and Communities, 74, 85–95.
Barlow, M. A., Verhaal, J. C., & Angus, R. W. (2019). Optimal distinctiveness, strategic categorization, and product market entry on the Google play app platform. Strategic Management Journal, 40, 1219–1242.
Bartels, J., & Hoogendam, K. (2011). The role of social identity and attitudes toward sustainability brands in buying behaviors for organic products. Journal of Brand Management, 18, 697–708.
Basuroy, S., Desai, K. K., & Talukdar, D. (2006). An empirical investigation of signaling in the motion picture industry. Journal of Marketing Research, 43, 287–295.
Becker, M., Wiegand, N., & Reinartz, W. J. (2019). Does it pay to be real? Understanding authenticity in TV advertising. Journal of Marketing, 83, 24–50.
Beverland, M. B. (2005). Crafting brand authenticity: The case of luxury wines. Journal of Management Studies, 42(5), 1003–1029.
Boone, C., Van Witteloostuijn, A., & Carroll, G. R. (2002). Resource distributions and market partitioning: Dutch daily newspapers, 1968 to 1994. American Sociological Review, 67, 408–431.
Brewer, M. B. (2007). The importance of being we: Human nature and intergroup relations. American Pscyhologist, 62, 728–738.
Brewer, M. B., & Pickett, C. L. (1999). Distinctiveness motives as a source of the social self. Psychology of the Social Self, 14, 71–87.
Bronnenberg, B. J., & Mela, C. F. (2004). Market roll-out and retailer adoption for new brands. Marketing Science, 23, 500–518.
Brynjolfsson, E., Hu, Y., & Simester, D. (2011). Goodbye pareto principle, hello long tail: The effect of search costs on the concentration of product sales. Management Science, 57, 1373–1386.
Campbell, M. C., & Keller, K. L. (2003). Brand familiarity and advertising repetition effects. Journal of Consumer Research, 30, 292–304.
Carroll, G. R. (1985). Concentration and specialization: Dynamics of niche width in populations of organizations. American Journal of Sociology, 90, 1262–1283.
Carroll, G. R., & Swaminathan, A. (2000). Why the microbrewery movement? Organizational dynamics of resource partitioning in the US brewing industry. American Journal of Sociology, 106, 715–762.
Carsana, L., & Jolibert, A. (2017). The effects of expertise and brand schematicity on the perceived importance of choice criteria: A Bordeaux wine investigation. Journal of Product & Brand Management, 26, 80–90.
Carson, S. J., & Ghosh, M. (2019). An integrated power and efficiency model of contractual channel governance: Theory and empirical evidence. Journal of Marketing, 83, 101–120.
Chakravarty, A., Liu, Y., & Mazumdar, T. (2010). The differential effects of online word-of-mouth and critics' reviews on pre-release movie evaluation. Journal of Interactive Marketing, 24, 185–197.
Chan, C., Berger, J., & Boven, L. V. (2012). Identifiable but not identical: Combining social identity and uniqueness motives in choice. Journal of Consumer Research, 39, 561–573.
Chan, K. W., Li, S. Y., & Zhu, J. J. (2015). Fostering customer ideation in crowdsourcing community: The role of peer-to-peer and peer-to-firm interactions. Journal of Interactive Marketing, 31, 42–62.
Chang, A., Hsieh, S. H., & Tseng, T. H. (2013). Online brand community response to negative brand events: The role of group eWOM. Internet Research, 23, 486–506.
Chen, Y., Liu, Y., & Zhang, J. (2012). When do third-party product reviews affect firm value and what can firms do? The case of media critics and professional movie reviews. Journal of Marketing, 76, 116–134.
Chen, Z., & Lurie, N. H. (2013). Temporal contiguity and negativity bias in the impact of online word of mouth. Journal of Marketing Research, 50, 463–476.
Chintagunta, P. K., Gopinath, S., & Venkataraman, S. (2010). The effects of online user reviews on movie box office performance: Accounting for sequential rollout and aggregation across local markets. Marketing Science, 29, 944–957.
Choi, J., & Bell, D. R. (2011). Preference minorities and the internet. Journal of Marketing Research, 48, 670–682.
Coase, R. H. (1937). The nature of the firm. Economica, 4, 386–405.
Datta, H., Ailawadi, K. L., & Van Heerde, H. J. (2017). How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response? Journal of Marketing, 81, 1–20.
Datta, H., Foubert, B., & Van Heerde, H. J. (2015). The challenge of retaining customers acquired with free trials. Journal of Marketing Research, 52, 217–234.
De Angelis, M., Bonezzi, A., Peluso, A. M., Rucker, D. D., & Costabile, M. (2012). On braggarts and gossips: A self-enhancement account of word-of-mouth generation and transmission. Journal of Marketing Research, 49, 551–563.
Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49, 1407–1424.
Dhar, V., & Chang, E. A. (2009). Does chatter matter? The impact of user-generated content on music sales. Journal of Interactive Marketing, 23, 300–307.
Dichter, E. (1966). How word-of-mouth advertising works. Harvard Business Review, 44, 147–166.
Dobrev, S. D., Kim, T. Y., & Hannan, M. T. (2001). Dynamics of niche width and resource partitioning. American Journal of Sociology, 106, 1299–1337.
Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter? - an empirical investigation of panel data. Decision Support Systems, 45, 1007–1016.
Ehrenberg, A., Goodhardt, G., & Barwise, T. (1990). Double jeopardy revisited. Journal of Marketing, 54, 82–91.
Forman, C., Ghose, A., & Wiesenfeld, B. (2008). Examining the relationship between reviews and sales: The role of reviewer identity disclosure in electronic markets. Information Systems Research, 19, 291–313.
Fosfuri, A., Giarratana, M. S., & Sabrek, S. S. (2018). Resource partitioning and strategies in markets for technology. Strategic Organization, 18, 251–274.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24, 343–353.
Frake, J. (2017). Selling out: The inauthenticity discount in the craft beer industry. Management Science, 63, 3930–3943.
Frenzen, J., & Nakamoto, K. (1993). Structure, cooperation, and the flow of market information. Journal of Consumer Research, 20, 360–375.
Fritz, K., Schoenmueller, V., & Bruhn, M. (2017). Authenticity in branding–exploring antecedents and consequences of brand authenticity. European Journal of Marketing, 51, 324–348.
Gillooly, L., Medway, D., Warnaby, G., & Grimes, T. (2020). The importance of context in understanding football fans’ reactions to corporate stadia naming rights sponsorships. European Journal of Marketing, 54, 1501–1522.
Godes, D., & Mayzlin, D. (2009). Firm-created word-of-mouth communication: Evidence from a field test. Marketing Science, 28, 721–739.
Godes, D., & Silva, J. (2012). Sequential and temporal dynamics of online opinion. Marketing Science, 31, 448–473.
Goldfarb, A., & Tucker, C. (2011). Online display advertising: Targeting and obtrusiveness. Marketing Science, 30, 389–404.
Goolsbee, A., & Klenow, P. J. (2002). Evidence on learning and network externalities in the diffusion of home computers. The Journal of Law and Economics, 45, 317–343.
Gopinath, S., Chintagunta, P. K., & Venkataraman, S. (2013). Blogs, advertising, and local-market movie box office performance. Management Science, 59, 2635–2654.
Gopinath, S., Thomas, J. S., & Krishnamurthi, L. (2014). Investigating the relationship between the content of online word of mouth, advertising, and brand performance. Marketing Science, 33, 241–258.
Granovetter, M. S. (1973). The strength of weak ties. American Journal of Sociology, 78, 1360–1380.
Greve, H. R., Pozner, J. E., & Rao, H. (2006). Vox populi: Resource partitioning, organizational proliferation, and the cultural impact of the insurgent microradio movement. American Journal of Sociology, 112, 802–837.
Halkias, G. (2015). Mental representation of brands: A schema-based approach to consumers’ organization of market knowledge. Journal of Product & Brand Management, 24, 438–448.
Han, C. M., & Nam, H. (2019). How inter-country similarities moderate the effects of consumer ethnocentrism and cosmopolitanism in out-group country perceptions. International Marketing Review, 37, 130–155.
Ho, Y. C., Wu, J., & Tan, Y. (2017). Disconfirmation effect on online rating behavior: A structural model. Information Systems Research, 28(3), 626–642.
Hoskins, J. D. (2020). The evolving role of hit and niche products in brick-and-mortar retail category assortment planning: A large-scale empirical investigation of U.S. consumer packaged goods. Journal of Retailing and Consumer Services, 57, 102234.
Hoskins, J. D., Verhaal, J. C., & Griffin, A. (2021). How within-country consumer product (or brand) localness and supporting marketing tactics influence sales performance. European Journal of Marketing, 55(2), 565–592.
Hsu, L., Fournier, S., & Srinivasan, S. (2016). Brand architecture strategy and firm value: How leveraging, separating, and distancing the corporate brand affects risk and returns. Journal of the Academy of Marketing Science, 44, 261–280.
Jarvis, W., & Goodman, S. (2005). Effective marketing of small brands: Niche positions, attribute loyalty and direct marketing. Journal of Product & Brand Management, 14, 292–299.
Ketelaar, P. E., Willemsen, L. M., Sleven, L., & Kerkhof, P. (2015). The good, the bad, and the expert: How consumer expertise affects review valence effects on purchase intentions in online product reviews. Journal of Computer-Mediated Communication, 20, 649–666.
Kim, B. J., Singh, V., & Winer, R. S. (2017). The Pareto rule for frequently purchased packaged goods: An empirical generalization. Marketing Letters, 28, 491–507.
Koçaş, C., & Akkan, C. (2016). A system for pricing the sales distribution from blockbusters to the long tail. Decision Support Systems, 89, 56–65.
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80, 146–172.
Laumann, E. O. (1966). Prestige and association in an urban community: An analysis of an urban stratification system. Bobbs-Merrill.
Lee, Y. J., Hosanagar, K., & Tan, Y. (2015). Do I follow my friends or the crowd? Information cascades in online movie ratings. Management Science, 61, 2241–2258.
Lenz, I., Wetzel, H. A., & Hammerschmidt, M. (2017). Can doing good lead to doing poorly? Firm value implications of CSR in the face of CSI. Journal of the Academy of Marketing Science, 45, 677–697.
Leonardelli, G. J., Pickett, C. L., & Brewer, M. B. (2010). Optimal distinctiveness theory: A framework for social identity, social cognition, and intergroup relations. Advances in Experimental Psychology, 43, 63–113.
Li, X., & Hitt, L. M. (2008). Self-selection and information role of online product reviews. Information Systems Research, 19, 456–474.
Liu, M., & Wezel, F. C. (2015). Davids against goliath? Collective identities and the market success of peripheral organizations during resource partitioning. Organization Science, 26, 293–309.
Loken, B., & John, D. R. (1993). Diluting brand beliefs: When do brand extensions have a negative impact? Journal of Marketing, 57, 71–84.
Luo, X. (2009). Quantifying the long-term impact of negative word of mouth on cash flows and stock prices. Marketing Science, 28, 148–165.
Martinez, E., & De Chernatony, L. (2004). The effect of brand extension strategies upon brand image. Journal of Consumer Marketing, 21, 39–50.
Marzocchi, G., Morandin, G., & Bergami, M. (2013). Brand communities: Loyal to the community or the brand? European Journal of Marketing, 47, 93–114.
Mathias, B. D., Huyghe, A., Frid, C. J., & Galloway, T. L. (2018). An identity perspective on coopetition in the craft beer industry. Strategic Management Journal, 39, 3086–3115.
Matzler, K., Pichler, E., Füller, J., & Mooradian, T. (2011). Personality, person-brand fit, and brand community: An investigation of individuals, brands, and brand communities. Journal of Marketing Management, 27, 874–890.
McKendrick, D. G., & Hannan, M. T. (2014). Oppositional identities and resource partitioning: Distillery ownership in scotch whisky, 1826–2009. Organization Science, 25, 1272–1286.
Moe, W. W., & Schweidel, D. A. (2012). Online product opinions: Incidence, evaluation, and evolution. Marketing Science, 31, 372–386.
Moon, S., Bergey, P. K., & Iacobucci, D. (2010). Dynamic effects among movie ratings, movie revenues, and viewer satisfaction. Journal of Marketing, 74, 108–121.
Moulard, J. G., Raggio, R. D., & Folse, J. A. G. (2016). Brand authenticity: Testing the antecedents and outcomes of brand management's passion for its products. Psychology & Marketing, 33, 421–436.
Olson, E. L. (2013). It’s not easy being green: The effects of attribute tradeoffs on green product preference and choice. Journal of the Academy of Marketing Science, 41, 171–184.
Park, K., & Lee, S. S. (2015). The role of beneficiaries’ group identity in determining successful appeal strategies for charitable giving. Psychology & Marketing, 32, 1117–1132.
Park, S., & Gupta, S. (2012). Handling endogenous regressors by joint estimation using copulas. Marketing Science, 31, 567–586.
Penrose, E. T. (2009). The theory of the growth of the firm. Oxford University Press.
Pentina, I., Bailey, A. A., & Zhang, L. (2018). Exploring effects of source similarity, message valence, and receiver regulatory focus on yelp review persuasiveness and purchase intentions. Journal of Marketing Communications, 24, 125–145.
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Communication and Persuasion, Spring, 1–24.
Posey, C., Lowry, P. B., Roberts, T. L., & Ellis, T. S. (2010). Proposing the online community self-disclosure model: The case of working professionals in France and the UK who use online communities. European Journal of Information Systems, 19, 181–195.
Puzakova, M., & Aggarwal, P. (2018). Brands as rivals: Consumer pursuit of distinctiveness and the role of brand anthropomorphism. Journal of Consumer Research, 45, 869–888.
Reingen, P. H., Foster, B. L., Brown, J. J., & Seidman, S. B. (1984). Brand congruence in interpersonal relations: A social network analysis. Journal of Consumer Research, 11, 771–783.
Rogers, E. M. (1983). Diffusion of innovations. Free Press.
Ruef, M., Aldrich, H., & Carter, N. (2003). The structure of founding teams: Homophily, strong ties, and isolation among US entrepreneurs. American Sociological Review, 68, 195–222.
Rutz, O. J., & Watson, G. F. (2019). Endogeneity and marketing strategy research: An overview. Journal of the Academy of Marketing Science, 47, 479–498.
Scarpi, D. (2010). Does size matter? An examination of small and large web-based brand communities. Journal of Interactive Marketing, 24, 14–21.
Schifeling, T., & Demetre, D. (2021). The new food truck in town: Geographic communities and authenticity-based entrepreneurship. Organization Science, 32(1), 133–155.
Schweidel, D. A., & Knox, G. (2013). Incorporating direct marketing activity into latent attrition models. Marketing Science, 32, 471–487.
Shi, Y., Karniouchina, E. V., & Uslay, C. (2020). (when) can social media buzz data replace traditional surveys for sales forecasts? Rutgers Business Review, 5, 43–60.
Shuman, V., Sander, D., & Scherer, K. R. (2013). Levels of valence. Frontiers in Psychology, 4, 261.
Sikavica, K., & Pozner, J. E. (2013). Paradise sold: Resource partitioning and the organic movement in the US farming industry. Organization Studies, 34, 623–651.
Simonson, I., & Nowlis, S. M. (2000). The role of explanations and need for uniqueness in consumer decision making: Unconventional choices based on reasons. Journal of Consumer Research, 27, 49–68.
Snyder, C. R. (1992). Product scarcity by need for uniqueness interaction: A consumer catch-carousel. Basic and Applied Social Psychology, 13, 9–24.
Solomon, S. J., & Mathias, B. D. (2020). The artisans’ dilemma: Artisan entrepreneurship and the challenge of firm growth. Journal of Business Venturing, In press, 35, 106044.
Song, R., Moon, S., Chen, H. A., & Houston, M. B. (2018). When marketing strategy meets culture: The role of culture in product evaluations. Journal of the Academy of Marketing Science, 46, 384–402.
Soule, S. A., & King, B. K. (2008). Competition and resource partitioning in three social movement industries. American Journal of Sociology, 113, 1568–1610.
Steenkamp, J. B. E., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34, 53–65.
Stokburger-Sauer, N. (2010). Brand community: Drivers and outcomes. Psychology & Marketing, 27, 347–368.
Sun, Y., Dong, X., & McIntyre, S. (2017). Motivation of user-generated content: Social connectedness moderates the effects of monetary rewards. Marketing Science, 36, 329–337.
Sunder, S., Kim, K. H., & Yorkston, E. A. (2019). What drives herding behavior in online ratings? The role of rater experience, product portfolio, and diverging opinions. Journal of Marketing, 83, 93–112.
Susarla, A., Oh, J. H., & Tan, Y. (2012). Social networks and the diffusion of user-generated content: Evidence from YouTube. Information Systems Research, 23, 23–41.
Thompson, C. J., & Arsel, Z. (2004). The Starbucks brandscape and the discursive mapping of local coffee shop cultures. Journal of Consumer Research, 31, 631–642.
Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumer’s need for uniqueness: Scale development and validation. Journal of Consumer Research, 28, 50–66.
Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Estimating the dynamic effects of online word-of-mouth on member growth of a social network site. Journal of Marketing, 73, 90–102.
Tsao, W. C. (2014). Which type of online review is more persuasive? The influence of consumer reviews and critic ratings on moviegoers. Electronic Commerce Research, 14, 559–583.
Verhaal, J., & Dobrev, S. (2020). The authenticity paradox: Why returns to authenticity on audience appeal decrease in popularity and iconicity. Journal of Management, 014920632095041. https://doi.org/10.1177/0149206320950414.
Verhaal, J., Hoskins, J., & Lundmark, L. (2017). Little fish in a big pond: Legitimacy transfer, authenticity, and factors of peripheral firm entry and growth in the market center. Strategic Management Journal, 38, 2532–2552.
Verhaal, J., Khessina, O., & Dobrev, S. (2015). Oppositional product names, organizational identities, and product appeal. Organization Science, 26, 1466–1484.
Vigneron, F., & Johnson, L. (2004). Measuring perceptions of brand luxury. J. of Brand Management, 11, 484–506.
Wang, J., Wang, L., & Wang, M. (2018). Understanding the effects of eWOM social ties on purchase intentions: A moderated mediation investigation. Electronic Commerce Research and Applications, 28, 54–62.
Warren, C., Batra, R., Loureiro, S. M. C., & Bagozzi, R. P. (2019). Brand coolness. Journal of Marketing, 83, 36–56.
Watson, G. F., Beck, J. T., Henderson, C. M., & Palmatier, R. W. (2015). Building, measuring, and profiting from customer loyalty. Journal of the Academy of Marketing Science, 43, 790–825.
Weber, K., Heinze, K. L., & DeSoucey, M. (2008). Forage for thought: Mobilizing codes in the movement for grass-fed meat and dairy products. Administrative Science Quarterly, 53, 529–567.
Wilson, A. E., Giebelhausen, M. D., & Brady, M. K. (2017). Negative word of mouth can be a positive for consumers connected to the brand. Journal of the Academy of Marketing Science, 45, 534–547.
Wu, F., & Huberman, B. A. (2008). Popularity, novelty and attention. Proceedings of the 9th ACM Conference on Electronic Commerce, 240-245.
Wu, X., Liyin, J., & Xu, Q. (2020). Expertise makes perfect: How the variance of a reviewer's historical ratings influences the persuasiveness of online reviews. Journal of Retailing In press.
Yazdani, E., Gopinath, S., & Carson, S. (2018). Preaching to the choir: The chasm between top-ranked reviewers, mainstream customers, and product sales. Marketing Science, 37, 838–851.
Yin, D., Mitra, S., & Zhang, H. (2016). Research note—When do consumers value positive vs. negative reviews? An empirical investigation of confirmation bias in online word of mouth. Information Sys. Res., 27, 131–144.
Zhao, E. Y., Fisher, G., Lousbury, M., & Miller, D. (2017). Optimal distinctiveness: Broadening the interface between institutional theory and strategic management. Strategic Management Journal, 38(1), 93–113.
Zhu, F., & Zhang, X. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74, 133–148.
Acknowledgements
The article benefited from invaluable comments from the editor, the associate editor, and the three anonymous reviewers. The authors also would like to thank the helpful comments received from attendees at presentations of earlier versions of this work at the 2016 Summer AMA Conference, the 2014 Marketing Science Conference, and the 2014 U-Y Symposium. Additional helpful comments were provided during invited talks at the University of Tennessee-Chattanooga, Texas A&M University-Corpus Christi, and Willamette University. The authors would also like to thank Lopo Rego and Bill Moore for their feedback on the paper. Lastly, computationally taxing models were estimated with the aid of the Center for High Performance Computing at the University of Utah.
Author information
Authors and Affiliations
Corresponding author
Additional information
Rajkumar Venkatesan and Mark Houston served as Editors for this article.
Publisher’s note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Supplementary Information
ESM 1
(DOCX 78 kb)
Rights and permissions
About this article
Cite this article
Hoskins, J., Gopinath, S., Verhaal, J.C. et al. The influence of the online community, professional critics, and location similarity on review ratings for niche and mainstream brands. J. of the Acad. Mark. Sci. 49, 1065–1087 (2021). https://doi.org/10.1007/s11747-021-00780-4
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s11747-021-00780-4