When and how Managers' Responses to Online Reviews Affect Subsequent Reviews:

Published on Mar 20, 2018in Journal of Marketing Research5
· DOI :10.1509/JMR.15.0511
Yang Wang3
Estimated H-index: 3
 (UTEP: University of Texas at El Paso), Alexander Chaudhry2
Estimated H-index: 2
 (TTU: Texas Tech University)
Sources
Abstract
AbstractIn this study, the authors investigate the externalities of managers’ responses (MRs) to online reviews on popular travel websites. Specifically, the authors examine the effect of publicly responding to hotel guests’ reviews on subsequent reviewer ratings. The authors find that manager responses to negative reviews (MR-N) can significantly influence subsequent opinion in a positive way if those responses are observable at the time of reviewing. Notably, the findings show this externality to be negative for manager responses to positive reviews (MR-P). The authors conduct a topic analysis on review texts and corresponding MRs to study the moderating role of response tailoring on the opinion externalities of MR. The authors show that tailored MR amplifies the positive (negative) impact of MR-N (MR-P) on subsequent opinion. Intuitively, tailoring an MR-N adds specificity to the hotel’s complaint management strategy, bolstering the positive effects of MR-N on subsequent opinion. However, by highlighti...
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Whereas recent research has demonstrated the impact of online product ratings and reviews on product sales, we still have a limited understanding of the individual's decision to contribute these opinions. In this research, we empirically model the individual's decision to provide a product rating and investigate factors that influence this decision. Specifically, we consider how previously posted ratings may affect an individual's posting behavior in terms of whether to contribute (incidence) an...
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Abstract null null Drawing on uses and gratification theory, this article elucidates how consumers capitalize on online reviews for purchase decisions in three markets (Taiwan, Thailand, and Vietnam). Three studies demonstrate this objective. Study 1 considers online reviews as a one-dimensional construct consisting of three behavioral components, including textual comments, contextual images, and star ratings, that had been validated by using reliability and validity analyses. Study 2 employs a...
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Abstract null null The amount of digital text-based consumer review data has increased dramatically and there exist many machine learning approaches for automated text-based sentiment analysis. Marketing researchers have employed various methods for analyzing text reviews but lack a comprehensive comparison of their performance to guide method selection in future applications. We focus on the fundamental relationship between a consumer’s overall empirical evaluation, and the text-based explanati...
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Abstract null null Online negative reviews and managerial responses have decisive impacts on the attitudes and behavior of the prospective customers, who read the information from reviews and responses and gain insights about products and seller services for making an online purchasing decision. This study, based on the category diagnosticity theory and the literature on managerial responses, develops a research framework to explain the relationships between online negative reviews, managerial r...
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Abstract null null Digital marketing communication, that is, communication through digital or electronic media among businesses and consumers, is growing rapidly, especially during the COVID-19 era. We propose a framework for analyzing digital marketing communication along four major dyads, business-to-consumer (B2C), business-to-business (B2B), consumer-to-consumer (C2C), and consumer-to-business (C2B). We review and summarize, for researchers and practitioners, the literature during 2000-2021 ...
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Abstract Hotel managers increasingly compose rote responses (e.g., similar responses repeated from prior responses) to reviews when dealing with customers' opinions while improving efficiency and saving cost. However, such responses may be ineffective because they are unspecific and add little information to reviewers' comments. To address this dilemma, we examine the degree of managers' rote responses to identify the similarity of managers' response texts. Basing on panel data of 334,671 review...
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Social media influencers are online opinion leaders who often post product recommendations. Firms sometimes incentivize influencers to review products or even skew their reviews. Per FTC regulations, influencers must disclose any connection they have with the firms whose products they review. We ask the following research questions. First, what is the optimal level of affiliation (if any) from the firm's perspective? Second, what is the impact of affiliation on consumer welfare? Finally, to what...
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