Figure 1
The diagram shows a previous customer’s SMOT leading to an online review narrative through a solid arrow, representing the relationship observed in the review data. A dashed arrow connects the online review narrative to a prospective customer’s FMOT, representing a conceptual proposition that was not empirically tested in this study and requires future empirical testing.Observed and conceptually proposed roles of online reviews across customer journeys. Note: The solid arrow represents the relationship observed in the review data. The dashed arrow represents a conceptual proposition that requires future empirical testing. Source: Author's own work