Research Conversation with Marketing PhD Alum Jorge Fresneda

Jorge Fresneda

Enter the Research Conversation with Jorge Fresneda

What specific elements of written online consumer product reviews make them helpful to other peer consumers?

Using brand new software that allows computers to “understand” what is written in the textual part of online consumer reviews, my research utilizes a new methodology that classifies reviews by their user-perceived usefulness automatically, with no human intervention.

The information provided by my research is intended to help all e-commerce outlets that employ online consumer reviews as a recommendation tool, as well as all types of review sites such as Yelp, Amazon and Angie’s List.

Useful online consumer reviews have been shown to impact sales, so marketers can use the information to identify those reviews that are more likely to impact sales. By identifying and placing the most useful reviews on a website, an e-commerce outlet could potentially increase web traffic, leading to higher revenues from other sources of income such as advertising.

Status: 
Assistant professor of digital marketing and marketing analytics, New Jersey Institute of Technology Martin Tuchman School of Management

Status

Assistant professor of digital marketing and marketing analytics, New Jersey Institute of Technology Martin Tuchman School of Management

Specialization

Marketing

Area of Research

Online consumer reviews

Hometown

Madrid, Spain

Fast Fact

I am a huge Real Madrid fan, but as an extremely busy PhD candidate I limit myself to watching only one game a week.

PhD Open House Part 1: PhD Overview

PhD Open House Part 2: Q&A Session