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The influence of launching mobile channels on online customer reviews

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  • Kim, Jong Min
  • Lee, Eunkyung
  • Mariani, Marcello M.

Abstract

We explore the effect of launching mobile channels on online customer reviews. We show that the launch of mobile channels does not significantly influence online review generation, contrary to the general expectation that the accessibility of mobile channels stimulates online review generation intention. Using a Difference-In-Difference (DID) approach to analyzing review data from online travel websites, we find that the launch of a mobile channel does not affect the volume and the average rating of the generated reviews. However, we discover that reviewers with extreme experiences tend to use mobile devices to post their online reviews, providing evidence that the new channel introduction influences only the device chosen to post online reviews. Based on our findings, we extend extant literature and research on electronic Word of Mouth (eWOM) and develop business implications for online review platform managers on a mobile channel strategy that could improve business value.

Suggested Citation

  • Kim, Jong Min & Lee, Eunkyung & Mariani, Marcello M., 2021. "The influence of launching mobile channels on online customer reviews," Journal of Business Research, Elsevier, vol. 137(C), pages 366-378.
    • Handle: RePEc:eee:jbrese:v:137:y:2021:i:c:p:366-378
    DOI: 10.1016/j.jbusres.2021.08.048
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