While online reviews in Business-to-Consumer (B2C) and Consumer-to Consumer (C2C) markets have reached an advanced state of maturity in both academia and practice, the study of the dynamics of online reviews in the B2B market is still in its early stages. For this market, there are numerous unanswered questions concerning online reviews. The growing number of B2B review platforms and reviews makes it increasingly important to better understand the heterogeneous motives for writing online reviews for a business partner. Structured by the scales of the Motivation Sources Inventory, the literature on online reviews in the B2C market, and specifically the motivation underpinning review writing, and the characteristics of B2B review platforms, a semi-structured interview protocol is derived and presented. This research-in-progress describes the concept and proposed next steps of a qualitative study aimed at identifying the underlying motives for writing B2B online reviews.
Seutter, Janina, "Online Reviews in B2B Markets: A Qualitative Study of Underlying Motives" (2022). ECIS 2022 Research-in-Progress Papers. 8.
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