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Reappraising the roles of review valence and conflict in online relationships

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  • Liu, Ran
  • Ford, John B.
  • Zhang, Weiyong
  • Bonnici, Joseph

Abstract

The present work addresses the influence of review valence on consumers’ perceived relationship with a firm and identifies the causes of such influence and the underlying process. Based on social exchange theory and signal theory, the authors identify how conflict is pivotal in connecting review valence and consumers’ perceived relational benefits and trust. The authors use Qualtrics survey data in three experimental studies to examine how review valence indirectly impacts consumers’ perceived trust and benefits. The results indicate that conflict is a moderator between review valence and perceived benefits and trust, and the magnitude of the indirect effect of valence varies according to the different levels of a perceived partner’s commitment to the relationship. These findings provide incremental theoretical implications for relationship marketing in online contexts and have managerial relevance for online marketing strategies.

Suggested Citation

  • Liu, Ran & Ford, John B. & Zhang, Weiyong & Bonnici, Joseph, 2023. "Reappraising the roles of review valence and conflict in online relationships," Journal of Business Research, Elsevier, vol. 167(C).
    • Handle: RePEc:eee:jbrese:v:167:y:2023:i:c:s0148296323005465
    DOI: 10.1016/j.jbusres.2023.114187
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