The Impact of Online Reviews on the Information Flows and Outcomes of Marketing Systems

Online reviews are changing the way that consumers shop and firms respond to consumer feedback. Viewed more broadly, online reviews are a type of information flow altering the functioning of marketing systems at the micro, meso, and macro levels. A systematic review of the past two decades of research shows great attention to the impact of online reviews on information flows, as well as the nuances of micro-and meso-level efficiency outcomes. However, there is scant consideration for the effectiveness related outcomes of online reviews (such as customer well-being, distributive justice, and externalities). Through a macromarketing lens, online reviews are an information flow with the potential to change well-being outcomes for all stake-holders, rather than just a tool to be exploited by firms or consumers. A theoretical framework and a series of questions are presented for future research on how online reviews and more generally information flows between actors may impact the efficiency and effectiveness of a marketing system