Using these results, it is now possible to generate a ranking scheme for presenting reviews to manufacturers of a product. The reviews that affect sales the most (either positively or
negatively) are the reviews that should be presented first to the manufacturer. Such reviews tend to contain information that affects the perception of the customers for the product.
Hence, the manufacturer can utilize such reviews, either by modifying future versions of the product or by modifying the existing marketing strategy (e.g., by emphasizing the good characteristics of the product). We should note that the reviews that affect sales most are not necessarily the same as the ones that customers find useful and are typically getting “spotlighted” in review forums, like the one of Amazon. We present related evidence next.