Does managerial response moderate the relationship between online review characteristics and review helpfulness?

Managerial response describes how hotel managers communicate with online reviewers and manage their customer relationships. The purpose of this study is to examine the moderating effect of managerial response on the relationship between review characteristics and review helpfulness. Based on cue utilization theory, this study employs the negative binomial regression to analyse data from TripAdvisor.com. The study results indicate the extrinsic...