The Impact of Additional Electronic Word-of-Mouth on Sales of Digital Micro-products over Time: A Longitudinal Analysis of Amazon Shorts

The purpose of this research was to conduct a longitudinal study of the impacts of additional reviews on sales of digital micro-products. Following daily sales of 121 digital micro-products - Amazon´s Shorts - over a period of five months, we performed individual time series analyses and aggregated our individual findings with logistic regression. We have found that not all reviews impact sales. Shorts with high brand and complementary goods reputations are more likely to have the time series of their sales impacted by the addition of a review. Perhaps the most intriguing discovery is that Shorts with high (low) brand and complementary goods reputations are more (less) likely to have reviews posted to them in the future