How the “fateful” first online consumer review can have an impact lasting three years

A “first-review effect” on e-commerce sites suggests that the first piece of user-generated feedback about a product can have an impact on word of mouth for up to 36 months.

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 C”, that was published in the journal , 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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