The Effectiveness of E-tailers' Communication Practices in Stimulating Sales of Niche versus Popular Products

- I study sales effects of communication practices increasingly used by e-retailers.
- I use innovative methodology and extensive Amazon.de data.
- Practices vary in their effectiveness for influencing purchase decisions online.
- I provide implications for increasing popular as well as niche product sales.
- Findings help integrating assortment and promotional strategies more effectively.