Online comments have influence on customers' purchasing decisions. Studying the emotions often expressed in online reviews can help marketers understand the role of emotions and how they affect other customers. Research shows that both positive and negative comments will have an impact on customers. Guo et al. studied the influence of comments with different emotional polarities on customers. They found that, compared with unpleasant online customer comments, positive online customer comments would lead to higher purchase possibility. Yu et al. analyzed online reviews and predicted product sales through emotional algorithms based on product sales and performance analysis.
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