How old is your soul? Differences in the impact of eWOM on Generation X and millennials

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Daniel Ruiz-Equihua ◽  
Luis V. Casaló ◽  
Jaime Romero
Keyword(s):  
Generation X ◽  
Behavioral Intentions ◽  
Online Reviews ◽  
Online Review ◽  
Generational Cohort ◽  
Research Attention ◽  
Content Type ◽  
Two Samples ◽  
Booking Intentions ◽  
The Impact

PurposeOnline reviews have received research attention in recent years, as they work as precursors of consumer behaviors. Previous studies have suggested that the influence of online reviews may vary across generations. However, the previous literature has not analyzed yet whether millennials and Generation X react differently to online reviews. This study aims to shed light on this by analyzing whether the attitudes and behavioral intentions generated by online reviews are different for these two generational cohorts.Design/methodology/approachAn experimental procedure was designed to manipulate online review valence; data were collected from 351 respondents in two samples, Generation X and millennial participants.FindingsResults suggested that positive online reviews generate more positive customer attitudes and booking intentions than negative online reviews. In addition, Generation X vs millennials moderates the link among online review valence, attitudes and booking intentions. The resultant behaviors from online reviews are more intense among Generation X than for millennials.Practical implicationsManagers should be aware of online review valence and their customers' generational cohort, that is, whether they are millennials or Generation X, as they react differently to online reviews.Originality/valueThis research examines the moderating role of millennials and Generation X in the relationship between online reviews, consumer attitudes and behavioral intentions. The aim is to explain how millennial and Generation X consumers react to eWOM, that is, whether generational cohort mitigates or enhances the effects of positive vs negative online reviews on consumer reactions.

Perceived credibility of online hotel reviews and its impact on hotel booking intentions

2019 ◽  
Vol 31 (9) ◽  
pp. 3465-3483 ◽  
Author(s):  
Uttam Chakraborty
Keyword(s):  
Structural Equation ◽  
Positive Impact ◽  
Online Reviews ◽  
Equation Modeling ◽  
Measurement Scales ◽  
Content Type ◽  
Perceived Credibility ◽  
Booking Intentions ◽  
Hotel Booking ◽  
The Impact

Purpose This study aims to evaluate the vitality of source, receiver and message factors on credibility assessment of online hotel reviews. Further, the current study determines the effects of perceived credibility of online reviews (PCOR) on hotel booking intentions (HBI). Design/methodology/approach The current study performs reliability analysis to determine the internal consistency of the measurement scales and to ensure the uni-dimensionality of the measurement scales the present study performs exploratory factor analysis. Further, the present study performs structural equation modeling to identify the relationships between the variables. Findings Two-sided online reviews have a more significant positive impact on PCOR as compared to the effects of receiver, review quality, review consistency and negative-sided online reviews. Originality/value This is one of the first study that analyses the impact of source, receiver and message on PCOR. Moreover, the present study offered theoretical justification behind the factors that affect the authenticity of online hotel reviews and its effects on HBI.

The influence of online reviews to online hotel booking intentions

2015 ◽  
Vol 27 (6) ◽  
pp. 1343-1364 ◽  
Author(s):  
Xinyuan (Roy) Zhao ◽  
Liang Wang ◽  
Xiao Guo ◽  
Rob Law
Keyword(s):  
Regression Analysis ◽  
Mainland China ◽  
Online Reviews ◽  
Online Review ◽  
Content Type ◽  
Theoretical Contribution ◽  
Review Management ◽  
Marketing Tool ◽  
Booking Intentions ◽  
Hotel Booking

Purpose – This study aims to investigate the impacts of online review and source features upon travelers’ online hotel booking intentions. Design/methodology/approach – This study developed a research model and empirically examined the model by collecting data from business travelers in the Mainland China. Factor analysis was adopted to identify features of online reviews content and source attribute. Regression analysis was used to examine impacts of these attributes upon travelers’ online booking intention. Findings – Six features of online reviews content and one source attribute were identified, namely, usefulness, reviewer expertise, timeliness, volume, valence (negative and positive) and comprehensiveness. Regression analysis results testified positive causal relationships between usefulness, reviewer expertise, timeliness, volume and comprehensiveness and respondents’ online booking intentions. A significantly negative relation between negative online reviews and online booking intentions was identified, whereas impacts from positive online reviews upon booking intentions were not statistically significant. Research limitations/implications – The major limitation of this study is that interrelationships among features of online reviews, which were discussed in other similar studies, were not considered. Still, this study benefited researchers from scrutinizing features of online reviews, rather than several of them. As such, it offered more comprehensive suggestions for practitioners in how to better utilize online reviews as a marketing tool. Practical implications – Hospitality practitioners could enhance consumer review management by applying the six underlying factors of online review in the present study to find out the ways of increasing consumers’ booking intentions in the specific hotel contexts. Originality/value – A major theoretical contribution of this paper is its comprehensiveness in examining features of review content as well as its source simultaneously. This study also offered areas worthy of more research efforts from perspectives of practitioners and researchers.

Title redacted: the impact of negative online review censorship

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jennifer L. Stevens ◽  
Carol L. Esmark Jones ◽  
Mike Breazeale
Keyword(s):  
Product Information ◽  
Experimental Studies ◽  
Online Reviews ◽  
Online Review ◽  
Content Type ◽  
Brand Relationship ◽  
Exchange Product ◽  
Negative Impacts ◽  
The Impact ◽  
Harmful Effects

Purpose Consumers are increasingly using review sites to exchange product information, whereas companies attempt to maintain control of brand-related communications. One method marketers may take to retain control is to remove negative opinions about the brand. This paper aims to examine the impact on consumer’s brand perceptions when negative reviews are censored. Design/methodology/approach Two experimental studies were conducted to assess whether censorship of a negative online review, in the form of removal by the company, weakens brand relationship quality (BRQ) dimensions. Findings The results show that censoring negative online reviews has a damaging effect on BRQ. Additionally, the findings indicate that a brand may not be able to increase BRQ when a negative review has been posted, however strategic measures can be taken to diminish the potentially harmful impact. Originality/value As many brands still do not adequately understand how to handle negative online reviews, this research offers valuable implications in furthering the examination of negative electronic word-of-mouth and ways to diminish its harmful effects. Additionally, while substantial research focuses on the positive consequences of brand relationships, this research answers calls to examine the negative impacts to BRQ.

Value destruction in exaggerated online reviews

2019 ◽  
Vol 31 (4) ◽  
pp. 1956-1976 ◽  
Author(s):  
Melissa A. Baker ◽  
Kawon Kim
Keyword(s):  
Experimental Design ◽  
Behavioral Intentions ◽  
Negative Emotion ◽  
Online Reviews ◽  
Design Study ◽  
Content Type ◽  
Language Complexity ◽  
Customer Perceptions ◽  
The Impact ◽  
Practical Implications

PurposeThis paper aims to examine the underlying motivations, attitudes and behaviors of exaggerated review posters and readers by examining the effect of review valence, emotional expression and language complexity on perceived poster, website and firm trustworthiness and subsequent behavioral intentions.Design/methodology/approachThis research uses a mixed-method approach using the qualitative critical incident technique (CIT) and quantitative experimental design. Study 1 uses CIT to examine exaggerated online reviews from the poster perspective where Study 2 uses CIT to examine readers’ perceptions of exaggerated reviews. Study 3 conducts a between-subjects experimental design examining the impact of valence (positive vs negative) × emotion (low vs high) × language (vague vs detailed) on trustworthiness and behavior intention.FindingsResults of the two qualitative studies (Study 1 and 2) find posters and readers use language complexity and emotions in exaggerated reviews. The results from the quantitative experimental design study (Study 3) find that language style and emotions influence customer perceptions of poster, website and firm trustworthiness, which also mediates the relationship between the qualitative aspects of review text on behavioral intentions.Practical implicationsThe findings provide multiple practical implications on the prevalence of exaggerated online reviews and the importance of language and emotion in determining customer perceptions and behavioral intentions.Originality/valueBy focusing on both readers and posters in exaggerated eWOM, specific motivations, emotions and language, this research contributes to the literature of online reviews, customer misbehavior, trustworthiness, language use and value co-destruction in online environments.

scholarly journals Direct and indirect negatively valenced engagement behavior

2020 ◽  
Vol 34 (7) ◽  
pp. 967-981 ◽  
Author(s):  
Jaylan Azer ◽  
Matthew Alexander
Keyword(s):  
Online Social Networks ◽  
Behavioral Intentions ◽  
Service Providers ◽  
Online Reviews ◽  
Customer Engagement ◽  
Content Type ◽  
Empirical Results ◽  
Significant Difference ◽  
Engagement Behavior ◽  
The Impact

Purpose This study aims to show the impact of direct and indirect customers’ negatively valenced influencing behavior (NVIB) on other actors in online social networks. Design/methodology/approach Four experiments were conducted in an online review setting that encompasses both restaurant and hotel reviews. The first study compares the impact of direct and indirect NVIB. The second, third and fourth studies measure this impact moderated by aggregate ratings, the volume of positive reviews and managerial responses. Findings Drawing on recent literature of customer engagement behavior, online reviews and social influence theory, this paper provides the first empirical results of the impact of direct and indirect NVIB, revealing the significant difference in their impact and the moderating role of the aggregate ratings, number of positive reviews and managerial responses on the cause-effect relationship between direct and indirect NVIB and other actors’ attitudes and behavioral intentions toward service providers. Research limitations/implications TripAdvisor reviews were selected for the reason of appropriateness rather than representativeness, using two service providers, hotels and restaurants. Practical implications This paper provides managers with new insights, which capture not only what customers say about service providers but also the impact of how they say it, suggesting that managers move beyond framing NVIB in generalized terms to considering the differences in the impact of its direct and indirect facets. Originality/value This paper is the first to provide empirical results about the significant difference in the impact of direct and indirect NVIB on other actors’ attitudes and behavioral intentions toward service providers, moderated by different heuristics, namely, ratings, volume of positive reviews and managerial responses.

The effect of emotions, eWOM quality and online review sequence on consumer intention to follow advice obtained from digital services

2020 ◽  
Vol 31 (3) ◽  
pp. 465-487 ◽  
Author(s):  
Carla Ruiz-Mafe ◽  
Enrique Bigné-Alcañiz ◽  
Rafael Currás-Pérez
Keyword(s):  
Structural Model ◽  
Online Reviews ◽  
Moderating Effect ◽  
Online Information ◽  
Bias Effect ◽  
Content Type ◽  
Digital Services ◽  
Information Cues ◽  
Cognitive Information ◽  
The Impact

PurposeThis paper analyses the interrelationships between emotions, the cognitive information cues of online reviews and intention to follow the advice obtained from digital platforms, paying special attention to the moderating effect of the sequencing of review valence.Design/methodology/approachThe data were collected from 830 Spanish Tripadvisor users. In a two-step approach, a measurement model was estimated and a structural model analysed to test the proposed hypotheses. SmartPLS 3.0 software was used. The moderating effect of sequencing of reviews is tested.FindingsThe data analysis showed a bias effect of review sequence on the impact of online information cues and emotions on intention to follow advice obtained from Tripadvisor. When the online reviews of a restaurant begin with positive commentaries, their perceived persuasiveness is a stronger driver of the pleasure and arousal elicited by online reviews than when they begin with negative reviews. On the other hand, the perceived helpfulness of online reviews only triggers arousal when the user reads negative, followed by positive, comments. The impact of pleasure on intention to follow the advice provided in an online travel community is higher with positive-negative than with negative-positive sequences.Originality/valueWhile researchers have demonstrated the benefits of customer reviews on company sales, a largely uninvestigated issue is the interplay between emotions and cognitive information cues in the processing of online reviews. This is one of the first studies to examine the moderating effect of conflicting reviews on the impact of emotions and cognitive information cues on consumer intention to follow the advice obtained from digital services.

Municipal response to the Great Recession

2018 ◽  
Vol 30 (4) ◽  
pp. 384-401 ◽  
Author(s):  
Cary Christian ◽  
Jonathan Bush
Keyword(s):  
Great Recession ◽  
Rural Areas ◽  
Property Tax ◽  
Research Attention ◽  
Content Type ◽  
Service Levels ◽  
The Great Recession ◽  
Financial Condition ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to examine the impact of the Great Recession on small- to medium-sized municipalities within the states of Georgia and Florida using a newly developed set of quantitative indices. Design/methodology/approach An examination of the methods and strategies utilized by individual cities to maintain public service levels despite distressed revenues is performed. From the data, performance measures are developed and used to evaluate the efficacy of the various strategies used by the cities. Outcomes of Georgia municipalities were compared to similarly sized Florida municipalities to study how underlying differences in tax structures and economies might have affected those outcomes. Findings Georgia and Florida municipalities relied on very different strategies for surviving the recession and its aftermath. Enterprise activities were critically important in both states with transfers to or from governmental activities rationalized in various ways. While Georgia is generally anti-property tax, more than half the Georgia municipalities relied on property tax increases to survive. Municipalities were unable to count on increased intergovernmental revenues during the recession. Finally, even with a tourist activity advantage, Florida municipalities fared only marginally better during and just after the recession, and fared worse four to six years post-recession. Practical implications The measures developed in this study provide a new, customizable methodology for the evaluation of financial condition that does not require in-depth comparisons to peers. Social implications Small- and medium-sized cities, and especially those in rural areas, are worthy of targeted research to better understand their unique problems. Originality/value This research is novel in utilizing a fiscal condition methodology that can be applied to a single municipality and does not require comparisons to peers for validity. However, it represents a very intuitive and customizable tool for making comparisons between municipalities of any size when such comparisons are desired. Additionally, the focus of this study is on small- to medium-sized municipalities which generally do not receive as much research attention as larger cities.

scholarly journals Fear vs humor appeals: a comparative study of children's responses to anti-smoking advertisements

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Valentina Nicolini ◽  
Fabio Cassia
Keyword(s):  
Behavioral Intentions ◽  
Social Issues ◽  
Healthy Lifestyle ◽  
Fear Appeal ◽  
Negative Consequences ◽  
Youth Smoking ◽  
Lifestyle Habits ◽  
Content Type ◽  
Different Types ◽  
The Impact

PurposeThis study aims to examine the different effects that the fear and humor appeals in anti-smoking advertisements for children have on their affective reactions to the advertisements, on their beliefs about smoking and on their behavioral intentions to smoke.Design/methodology/approachThis paper presents the findings of a qualitative research study conducted in Italy with children aged from 8 to 11 years.FindingsThe results indicated that the humor appeal is a useful method for conveying a social theme in a pleasant way and creating a likable character that becomes an example for children to imitate; however, it is necessary to employ the fear appeal to make children reflect carefully about the negative consequences of smoking.Research limitations/implicationsThis study examined only children's behavioral intentions derived from anti-smoking advertisements, but future research should also examine their real behaviors after a period following repeated viewing of public service announcements about smoking prevention or other social issues.Practical implicationsUnderstanding how different types of appeals can influence children represents an important result for the prevention of youth smoking and the promotion of healthy lifestyle habits during childhood.Social implicationsUnderstanding how different types of appeals can influence children represents an important result for the prevention of youth smoking and the promotion of healthy lifestyle habits during childhood.Originality/valueFew studies have examined the impact of social advertisements on children, and particularly little is known about the effectiveness of fear appeals on this group.

scholarly journals Explaining and Predicting Helpfulness & Funniness of Online Reviews on the Steam Platform

2021 ◽  
Vol 29 (6) ◽  
pp. 0-0
Keyword(s):  
Applied Research ◽  
Online Shopping ◽  
Product Information ◽  
Online Reviews ◽  
Online Review ◽  
Gradient Boosting ◽  
Related Data ◽  
Review Helpfulness ◽  
Display Content ◽  
The Impact

Online review is a crucial display content of many online shopping platforms and an essential source of product information for consumers. Low-quality reviews often cause inconvenience to the platform and review readers. This article aims to help Steam, one of the largest digital distribution platforms, predict the review helpfulness and funniness. Via Python, 480,000 game reviews related data for 20 games were captured for analysis. This article analyzed the impact of three categories of influencing factors on the usefulness and funniness of game reviews, which are characteristics of review, reviewer and game. Additionally, by using the Random Forest-based classifier, the usefulness of reviews could be accurately predicted, while for funniness, Gradient Boosting Decision Tree was the better choice. This article applied research on the usefulness of reviews to game products and proposed research on the funniness of reviews.

Sharing tourism experiences in social media

2017 ◽  
Vol 29 (1) ◽  
pp. 179-225 ◽  
Author(s):  
Marios D. Sotiriadis
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Academic Research ◽  
Online Reviews ◽  
Content Type ◽  
Main Research ◽  
Research Themes ◽  
Consumer Perspective ◽  
Use Of Social Media ◽  
The Impact

Purpose The purpose of this paper is twofold: to perform a synthesis of academic research published between 2009 and 2016 regarding the changes in tourism consumer behavior brought about by the use of social media (SM); and to suggest a set of strategies for tourism businesses to seize opportunities and deal with resulting challenges. Design/methodology/approach A volume of 146 peer-reviewed journal articles were retrieved from two major databases. Content analysis of this academic research has been performed, exploring the effects of online reviews on tourism consumers and providers. Findings The content analysis identified three main research themes that were investigated by scholars and classified into two major categories, namely, consumer perspective and provider perspective: the antecedents (factors motivating and influencing tourists); the influence of online reviews on consumer behaviour; and the impact of these reviews on tourism businesses (providers’ perspective). Research limitations/implications This study is based on a literature review and outcomes reported by previous studies; hence, the suggestions are indicative rather than conclusive. Some publication sources were not included. Practical implications This paper suggests a range of adequate strategies, along with operational actions, formulated for industry practitioners in the fields of management and marketing. Originality/value It provides an update of the state of published academic research into SM and an integrated set of management and marketing strategies for tourism providers in seizing the opportunities and dealing with the challenges raised in a digital context.

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