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When does electronic word-of-mouth matter? A study of consumer product reviews

Author

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  • Zhang, Jason Q.
  • Craciun, Georgiana
  • Shin, Dongwoo

Abstract

Online consumer product reviews, a form of electronic word-of-mouth (eWOM), have attracted increased attention from researchers. This paper examines the persuasiveness of eWOM. Drawing on regulatory focus theory, the authors propose that the consumption goals that consumers associate with the reviewed product moderate the effect of review valence on persuasiveness. Data from lab experiments and actual online retailers suggest that consumers who evaluate products associated with promotion consumption goals perceive positive reviews to be more persuasive than negative ones (i.e., a positivity bias). Conversely, consumers who evaluate products associated with prevention consumption goals perceive negative reviews to be more persuasive than positive ones (i.e., a negativity bias).

Suggested Citation

  • Zhang, Jason Q. & Craciun, Georgiana & Shin, Dongwoo, 2010. "When does electronic word-of-mouth matter? A study of consumer product reviews," Journal of Business Research, Elsevier, vol. 63(12), pages 1336-1341, December.
  • Handle: RePEc:eee:jbrese:v:63:y:2010:i:12:p:1336-1341
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Jason Zhang & Hong Zhu & Hung-bin Ding, 2013. "Board Composition and Corporate Social Responsibility: An Empirical Investigation in the Post Sarbanes-Oxley Era," Journal of Business Ethics, Springer, vol. 114(3), pages 381-392, May.
    2. repec:eee:touman:v:33:y:2012:i:4:p:731-740 is not listed on IDEAS
    3. repec:spr:elcore:v:17:y:2017:i:4:d:10.1007_s10660-016-9234-7 is not listed on IDEAS
    4. Bin Guo & Shasha Zhou, 0. "What makes population perception of review helpfulness: an information processing perspective," Electronic Commerce Research, Springer, vol. 0, pages 1-24.
    5. Michael Scholz & Verena Dorner, 2013. "The Recipe for the Perfect Review?," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 5(3), pages 141-151, June.
    6. repec:bla:jomstd:v:54:y:2017:i:2:p:209-237 is not listed on IDEAS
    7. Ronald L. Hess & Lawrence Ring, 2016. "The influence of the source and valence of word-of-mouth information on post-failure and post-recovery evaluations," Service Business, Springer;Pan-Pacific Business Association, vol. 10(2), pages 319-343, June.
    8. McKay-Nesbitt, Jane & Bhatnagar, Namita & Smith, Malcolm C., 2013. "Regulatory fit effects of gender and marketing message content," Journal of Business Research, Elsevier, vol. 66(11), pages 2245-2251.
    9. repec:eee:touman:v:65:y:2018:i:c:p:29-40 is not listed on IDEAS
    10. Dongwoo Shin & Ji Song & Abhijit Biswas, 2014. "Electronic word-of-mouth (eWOM) generation in new media platforms: The role of regulatory focus and collective dissonance," Marketing Letters, Springer, vol. 25(2), pages 153-165, June.
    11. Jalees, Tariq & Tariq, Huma & Zaman, Syed Imran & Alam Kazmi, Syed Hasnain, 2015. "Social Media in Virtual Marketing," MPRA Paper 69868, University Library of Munich, Germany, revised 10 Apr 2015.
    12. De Maeyer, Peter & Estelami, Hooman, 2011. "Consumer perceptions of third party product quality ratings," Journal of Business Research, Elsevier, vol. 64(10), pages 1067-1073, October.
    13. repec:eee:jbrese:v:81:y:2017:i:c:p:31-39 is not listed on IDEAS
    14. Casaló, Luis V. & Flavián, Carlos & Guinalíu, Miguel & Ekinci, Yuksel, 2015. "Avoiding the dark side of positive online consumer reviews: Enhancing reviews' usefulness for high risk-averse travelers," Journal of Business Research, Elsevier, vol. 68(9), pages 1829-1835.
    15. Kim, Junyong & Gupta, Pranjal, 2012. "Emotional expressions in online user reviews: How they influence consumers' product evaluations," Journal of Business Research, Elsevier, vol. 65(7), pages 985-992.

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