Do Country and Culture Influence Online Reviews? An Analysis of a Multinational Retailer’s Country-Specific Sites

As multinational firms continue to sell global brands across country borders online, online review platforms create value for consumers and for firms, yet differences in language and reviewing style call into question the comparability of review content across countries. Building on past research on country differences and online word-of-mouth, we examine the effect of language and country on the volume, valence, and helpfulness of customer...