Too many featured reviews can confuse customers: Study
The researchers studied 2.2 million reviews and all review-related information like the number of reviews and featured reviews for 1,000 products on Amazon. The researchers then tracked the sentiment of reviews, based on the rating given by customers, and tracked the sales ranking of these products over a 10-month long period. The researchers found that for products with more than three featured reviews, the value of those featured reviews seemed to diminish.
The researchers also found that it was important for the top or featured reviews to match the overall review sentiment, based on the product’s rating given by customers. If the top or featured review matches the review sentiment, the top review’s ability to influence customers gains strength.
(Edited by : Priyanka Deshpande)
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