Types of Product Reviews and What They Mean for Brands & Businesses

by Sunil Sharma
Managing Partner, SKS Consulting & Advisors, India


Sharma, Sunil (2023). Types of Product Reviews and What They Mean for Brands & Businesses. In Managing Product Reviews: A Comprehensive Guide for Brands and Businesses (pp 15-25). CSMFL Publications. https://dx.doi.org/10.46679/978819573226502


In today’s increasingly consumer-driven marketplace, product reviews have become an essential part of the decision-making process for consumers. Customers often rely on product reviews to gain insight into the experiences of others who have used the same product or service. This chapter will talk about the three main types of product reviews: online vs. offline, positive vs. negative, and authentic vs. fake. We will look at each type of review and explore what it means for brands and businesses. We will first discuss the differences between online and offline product reviews. Online reviews have become more common with the rise of e-commerce. It is important for brands and businesses to understand the differences between these two types of reviews. We will also examine the advantages and disadvantages of each type of review and how businesses can manage both effectively.

Throughout this chapter, we will examine the research done on the subject of product reviews and their impact on businesses. The purpose of this chapter is to provide brands and businesses with a comprehensive understanding of the various types of product reviews and their impact on their business. They will also learn how to respond effectively to each type of review.

Keywords: online reviews, offline reviews, positive reviews, negative reviews, authentic reviews, fake reviews

This is a part of: Managing Product Reviews: A Comprehensive Guide for Brands and Businesses by Sunil Sharma

© CSMFL Publications & its authors.


  1. Dunn, L. H., Allard, T., & White, K. (2020, May 27). Making the Best of Bad Reviews. Harvard Business Review. https://hbr.org/2020/05/making-the-best-of-bad-reviews
  2. How Online Reviews Influence Sales Medill Spiegel Research Center. (2021, April 15). Medill Spiegel Research Center. https://spiegel.medill.northwestern.edu/how-online-reviews-influence-sales/
  3. Kakalejcik, L., Fedorko, R., Gavurova, B., & Bacik, R. (2021). Can negative word-of-mouth have any impact on brand sustainability? Marketing and Management of Innovations, 1, 212–224. https://doi.org/10.21272/mmi.2021.1-16
  4. Maslowska, E., Malthouse, E. C., & Bernritter, S. F. (2016). Too good to be true: the role of online reviews’ features in probability to buy. International Journal of Advertising, 36(1), 142–163. https://doi.org/10.1080/02650487.2016.1195622
  5. Mudambi, S., & Schuff, D. (2010). Research Note: What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com. MIS Quarterly, 34(1), 185. https://doi.org/10.2307/20721420
  6. Wu, Y., Ngai, E. W. T., Wu, P., & Wu, C. (2020). Fake online reviews: Literature review, synthesis, and directions for future research. Decision Support Systems, 132, 113280. https://doi.org/10.1016/j.dss.2020.113280

[email protected]

Follow us @