With the expansion of internet-based platforms, social media and sharing economy, most individuals are tempted to review products or services that they consume. While useful in various ways, such online reviews raise questions about the reviewer’s expertise, authenticity, intent, and the scales employed in such online reviews. There are emerging evidences that issues pertaining to online reviews have led to damaging consequences for businesses. With the intention of creating an awareness of reviewer characteristics and scales employed in online reviews, we present findings of 220 research papers. The review of literature identifies salient review and reviewer characteristics as well as the scale characteristics of traditional reviews and online reviews.
Jayathilake, Nelini and Sedera, Darshana, "A Critical Assessment of Online Vs. Traditional Review Characteristics" (2021). PACIS 2021 Proceedings. 112.
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