Whose online reviews have the most influences on consumers in cultural offerings? Professional vs consumer commentators

Purpose – To improve the effectiveness of online reviews in the cultural industries, the purpose of this paper is to examine the effects of online cultural reviews of professional and consumer commentators on consumer responses toward elite and mass cultural offerings by drawing upon associative learning theory and social influence theory. Design/methodology/approach – This study used a 2 (cultural offerings: elite vs mass)×2 (commentators:...