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.

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.

scholarly journals May we buy your love? psychological effects of incentives on writing likelihood and valence of online product reviews

2020 ◽  
Vol 30 (4) ◽  
pp. 805-820
Author(s):  
Ina Garnefeld ◽  
Sabrina Helm ◽  
Ann-Kathrin Grötschel
Keyword(s):  
Experimental Studies ◽  
Online Reviews ◽  
Psychological Effects ◽  
Online Review ◽  
Product Reviews ◽  
Monetary Rewards ◽  
Online Product Reviews ◽  
The Impact

AbstractAcknowledging the impact on their sales, companies strive to increase the number of positive online reviews of their products. A recently popular practice for stimulating online reviews is offering monetary rewards to customers in return for writing an online review. However, it is unclear whether such practices succeed in fulfilling two main objectives, namely, increasing the number and the valence of online reviews. With one pilot and two experimental studies, this research shows that offering incentives indeed increases the likelihood of review writing. However, the effect on review valence is mixed, due to contradictory psychological effects: Incentive recipients intend to reciprocate by writing favorable reviews but also perceive a need to resist marketers’ influence, which negatively affects their review valence. Finally, recipients who are less satisfied with the product are particularly prone to psychological costs and decrease the positivity of their online reviews. Consequently, incentives should be applied carefully.

Brand equity, online reviews, and message trust: the moderating role of persuasion knowledge

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fayez Ahmad ◽  
Francisco Guzmán
Keyword(s):  
Brand Equity ◽  
Experimental Studies ◽  
Online Reviews ◽  
Review Literature ◽  
Online Review ◽  
Persuasion Knowledge ◽  
Content Type ◽  
Mediating Role ◽  
The Relationship

Purpose This paper aims to investigate whether a message from a brand with stronger brand equity generates more trust than a message from a brand with lower brand equity, and thus is more likely to encourage consumers to write online reviews. This paper also explores what happens when consumers become aware that brands are trying to persuade them to write a review. Design/methodology/approach Through three experimental studies, where participants were randomly assigned to a brand that has either a stronger or weaker brand equity, participants’ intention to write reviews was measured. Trust in the message was measured to study its mediating role, and persuasion knowledge of the participants was manipulated to investigate its moderating effect. Findings The findings confirm that consumers are more likely to write online reviews when a message comes from a brand that has stronger brand equity, trust in the message mediates the relationship between brand equity and consumer intention to write an online review, and persuasion knowledge has a differential effect on consumer intention to write reviews. Originality/value The study adds to the brand equity and online review literature by providing evidence that a higher level of consumer trust on brands that have stronger brand equity leads to an increased intention to write a review for the brand. It also shows that consumers’ awareness of the motive of the brand is more beneficial for brands with strong brand equity, contributing to persuasion knowledge literature.

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.

scholarly journals Explaining and Predicting Helpfulness and 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.

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

2021 ◽  
Vol 29 (6) ◽  
pp. 1-23
Author(s):  
Zhi Wang ◽  
Victor Chang ◽  
Gergely Horvath
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.

When profile photos matter: the roles of reviewer profile photos in the online review generation and consumption processes

2020 ◽  
Vol 14 (4) ◽  
pp. 391-412
Author(s):  
Jong Min Kim ◽  
Miyea Kim ◽  
Sookyoung Key
Keyword(s):  
Sample Size ◽  
Critical Role ◽  
Experimental Studies ◽  
Online Reviews ◽  
Online Review ◽  
Generation Process ◽  
Content Type ◽  
Managerial Implications ◽  
Review Helpfulness

Purpose Many online review sites, such as TripAdivisor.com, encourage review posters to upload a profile photo to improve the perceived reliability of online reviews. This study aims to examine the roles of reviewer profile photos in the online review generation and consumption processes. Design/methodology/approach Data were collected via Amazon MTurk. Two experimental studies were conducted. Study 1 had a sample size of 106 respondents. In Study 1, this paper examined the role of a reviewer profile photo in the online review generation process. Study 2 had a sample size of 482 respondents. In Study 2, this paper examined the role of a reviewer profile photo in the online review consumption process under two different circumstances, namely, comprehensive and incomprehensive review text. Findings The findings show that reviewer profile photos play different roles when consumers generate online reviews versus when they consume reviews. In the review generation process, reviewers are more likely to upload a profile photo to improve the credibility of their reviews. On the other hand, in the review consumption process, reviewer profile photos do not contribute to an increase in the perceived review helpfulness. Originality/value If the readers have difficulty processing the review content, review profile photos play a critical role in determining perceived review helpfulness. This study provides both theoretical and managerial implications by indicating how reviewer profile photos play different roles in online review posting and consuming behavior.

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.

News personalization for peace: how algorithmic recommendations can impact conflict coverage

2019 ◽  
Vol 30 (3) ◽  
pp. 309-328 ◽  
Author(s):  
Mariella Bastian ◽  
Mykola Makhortykh ◽  
Tom Dobber
Keyword(s):  
Conceptual Framework ◽  
System Design ◽  
News Media ◽  
Content Distribution ◽  
Content Type ◽  
Constructive Conflict ◽  
Peace Journalism ◽  
Negative Impacts ◽  
The Impact ◽  
War Reporting

PurposeThe purpose of this paper is to develop a conceptual framework for assessing what are the possibilities and pitfalls of using algorithmic systems of news personalization – i.e. the tailoring of individualized news feeds based on users’ information preferences – for constructive conflict coverage in the context of peace journalism, a journalistic paradigm calling for more diversified and creative war reporting.Design/methodology/approachThe paper provides a critical review of existing research on peace journalism and algorithmic news personalization, and analyzes the intersections between the two concepts. Specifically, it identifies recurring pitfalls of peace journalism based on empirical research on constructive conflict coverage and then introduces a conceptual framework for analyzing to what degree these pitfalls can be mediated – or worsened – through algorithmic system design.FindingsThe findings suggest that AI-driven distribution technologies can facilitate constructive war reporting, in particular by countering the effects of journalists’ self-censorship and by diversifying conflict coverage. The implementation of these goals, however, depends on multiple system design solutions, thus resonating with current calls for more responsible and value-sensitive algorithmic design in the domain of news media. Additionally, our observations emphasize the importance of developing new algorithmic literacies among journalists both to realize the positive potential of AI for promoting peace and to increase the awareness of possible negative impacts of new systems of content distribution.Originality/valueThe article particle is the first to provide a comprehensive conceptualization of the impact of new content distribution techniques on constructive conflict coverage in the context of peace journalism. It also offers a novel conceptual framing for assessing the impact of algorithmic news personalization on reporting traumatic and polarizing events, such as wars and violence.

Do brand rumors matter? The role of brand equity and response strategy to brand rumor

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jihee Choi ◽  
Soobin Seo
Keyword(s):  
Brand Equity ◽  
Restaurant Industry ◽  
Response Strategy ◽  
Effective Response ◽  
Content Type ◽  
Consumer Responses ◽  
Response Strategies ◽  
Brand Crisis ◽  
Negative Impacts ◽  
The Impact

Purpose This paper aims to investigate consumer responses to brand rumors and corporate rumor response strategies in the restaurant industry. Design/methodology/approach A scenario-based experimental design was used to examine changes in consumers’ brand evaluation depending on level of brand equity and corporate choice of response strategy. Findings It was found that the impact of brand rumors on consumer responses is more negative when the restaurant’s brand equity is low compared to when it is high. It was also found that a company's use of active response strategies is more effective in combating brand rumor than a strategy of simple denial. Practical implications The findings have significant implications for both academics and practitioners in terms of developing effective response strategies for counteracting brand rumors. Originality/value Given the frequency of brand rumors in the restaurant industry and their serious negative impacts, this study extends the existing brand crisis communication literature by demonstrating how consumers respond to a rumor and the effectiveness of different corporate rumor response strategies.

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