Market segmentation of online reviews: A network analysis approach

With the popularity of online reviews, brand managers have opportunities to segment their markets according to the reviews of their products or services by customers.

Introduction

In recent years, online review websites, such as TripAdvisor and Yelp, have become popular, as they serve as significant sources of electronic word-of-mouth (eWOM). Researchers have noticed that online reviews of products and services are...

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