Online Reviewers: Approaches to Online Reviewing, Narrative Voices and Emergent Market Interactions

Drawing from relational models theory, we investigate online reviewers’ participation in online review platforms and their narratives voices. Triangulating participant depth interviews with their online reviews, we identify three distinct approaches to online reviewing, manifested in different self-concepts, narrative voices and emergent interactions with other market actors.


Gwarlann Kerviler and Catherine Demangeot (2020) ,"Online Reviewers: Approaches to Online Reviewing, Narrative Voices and Emergent Market Interactions", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 724-725.


Gwarlann Kerviler, IESEG
Catherine Demangeot, IESEG


NA - Advances in Consumer Research Volume 48 | 2020

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