Product choices through online comments: A process modeling

This book presents a conceptual insight regarding how consumers' online product comments/ reviews are evaluated by potential consumers for various poduct choices. It also explores on various links among antecedents which lead consumer to be zeroed on a specific product. Moreover, it presents why it is useful to seek online comment before making product choices though product ratings are available. This is a first kind of attempt to explore on the links of content of online comments with fusion category product. Thus, have important implications for researchers, scholars, customers, website makers, and marketers.