The effect of online product reviews motivation on collaborative marketing

Abstract

With the development of the Internet, the word-of-mouth gradually achieves digital online reviews. On the one hand, enterprises can expand their cooperative marketing and set up good social image; On the other hand, the online reviews can also help customers to obtain more comprehensive information and offer more valuable information for making decision. Through the online reviews, enterprises can make full use of their advantages. Scientific management and marketing about online reviews have become the key to success of collaborative marketing for enterprises. The purpose of this paper is based on the cooperative marketing, using the AHP method to analyze how online reviews affect cooperative marketing sales change and help people understand and give full play to the influence of the online reviews. This paper can offer specific guidance for enterprises to develop effect that online reviews impose on management and marketing.