The first online consumer review can have a long-term impact | WARC | The Feed

The first customer review – and corresponding star rating – posted on an e-commerce site like Amazon.com can positively or negatively impact the digital conversation for up to three years.

Such findings came from a study, entitled “The Fateful First Consumer Review”, that was published in the journal Marketing Science, and analyzed 177 vacuum cleaners sold on the online platforms run by Amazon and Best Buy over a 12-month period.

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