Chapter 3
Understanding Reviewers and Reviews
Even in the context of the Internet, online reviews are a new phenomenon, and researchers are still learning about the factors that influence reviewers and those who read reviews. Review sites and platforms are constantly tweaking their offerings based on the evolving understanding of consumer perception and behavior. We’ve gleaned helpful information from sources ranging from highfalutin academic studies to industry insiders who spend their days in the trenches. We hope you’ll use the insights from this chapter to make smart decisions about how to connect with your potential reviewers, which reviews will do your business the most good, and which reviews are not worth stressing over.
In this chapter: ...
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