Machine Learning-Driven Analysis of Online Review Subjectivity: Impact on the Consumer Purchasing Cycle and Business Strategy

The research focuses on the role of subjectivity in online reviews, its influence on the purchasing cycle and the impact it has on businesses. Using a corpus of 100,000 reviews from the Amazon Product Reviews database, subjectivity was analyzed across ten distinct product categories. The results demonstrate that subjectivity is predominant across all categories studied, with a proportion varying between 0.84 and 0.89. A subjectivity continuum is proposed based on product groups, which can be used to guide product design and refine marketing campaigns. These findings contribute to the analysis of online reviews by going beyond simple polarity.