Handbook of Research on Customer Engagement
Show Less

Handbook of Research on Customer Engagement

Edited by Linda D. Hollebeek and David E. Sprott

Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 4: Online reviews as customers’ dialogues with and about brands

Ewa Maslowska, Su Jung Kim, Edward C. Malthouse and Vijay Viswanathan


In this chapter we define online reviews as a form of customer engagement behavior and provide an overarching framework for understanding the relationships between different elements of customer review ecosystem, its effects on purchase behaviors and consumption experiences, and moderators of these relationships. We discuss what has been examined in the extant literature about the effects of customer reviews and what research questions still need to be addressed. Finally, we provide directions for future research on customer reviews that will help us understand the mechanisms and effects of customer engagement.

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information

or login to access all content.