Reviewers have become one of the first things an online customer would look for before making a purchase. With the quick spread of information, people share their purchase experience with others, bad or good. In some cases, customers search for reviews even before checking the product.
A group of researchers from Manning School of Business University of Massachusetts Lowell, Department of Operations and Information Systems, has led a new study to investigate the power of reviews or what the researchers referred to as “power of crowd”.