Women's online opinions are still not as influential as those of

Index

Abstract

This study investigates whether women's online product opinions are as valuable as men's in influencing buying decisions. Across three studies (one experimental, two using field data from US online review platforms), women's opinions were rated as less helpful and less likely to influence purchases compared to men's. This bias was particularly pronounced for male-gender-typed products, while no significant difference was found for female-gender-typed products. Potential reasons and implications are discussed.

Publisher

Humanities and Social Sciences Communications

Published On

Jan 30, 2023

Authors

Onochie Fan-Osuala

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