Review of Related Literature

Today's consumers can assess the quality of products by posting reviews on

online retailers. Customers, in particular, may emphasize which quality characteristics

they prefer or dislike. Customer enjoyment such as home delivery, customer support,

and product installation is a necessity in retail industry strategy. Reading comments

allows managers to redesign product functions or reorganize production resources

(Deng et al., 2021).

Sales

Moreover, the widespread use of smartphones and the development of mobile apps has

become an appealing field for entrepreneurs. Many factors influence mobile app sales,

one of which is the online word of the mouth. This study investigates the impact of

textual consumer reviews on mobile app sales. We discovered that, while consumers'

opinions on product quality make up a larger portion of consumer reviews, their

comments on service quality have a greater unit effect on sales rankings. (Ting-

Peng Liang, 2015)
Profit

It is well acknowledged that customer reviews have an impact on decisions made

online. Many studies have demonstrated that customer feedback affects people's

purchasing decisions and intentions, as well as their sentiments toward brands and

merchants. (Katarzyna Abramczuk, 2018)

(Kaemingk, 2020) reports that 97% of consumers conduct online research before

making a purchase decision, 93% of consumers read reviews before making a decision,

and the majority of consumers are willing to pay 31% more for the identical products if

they are persuaded by the positive elements of reviews. As a result, a product with

positive online reviews acts as good eWoM, which influences the purchasing decisions

of both current and potential customers.