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