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Article: Leveraging User-Generated Content for Product Promotion: The Effects of Firm-Highlighted Reviews

TitleLeveraging User-Generated Content for Product Promotion: The Effects of Firm-Highlighted Reviews
Authors
Keywordsuser-generated content (UGC)
firm-highlighted review
salience effect
skepticism
review variance
Issue Date2019
PublisherINFORMS. The Journal's web site is located at http://isr.pubs.informs.org
Citation
Information Systems Research, 2019, v. 30 n. 3, p. 711-725 How to Cite?
AbstractUser-generated content (UGC) is increasingly used in the marketing communication mix for promoting products. This research investigates how firms can actively manage consumer-generated reviews in the form of highlighting authentic reviews at firms’ discretion. Whereas highlighting a positive review is expected to lead to positive product evaluations, this practice may elicit consumers’ skepticism if consumers are explicitly informed of the promotional intent of the firm. In three studies, we examine the effect of presenting a firm-highlighted review on consumers’ consumption intention and behavior. Our findings confirm that highlighting a positive consumer review can effectively attract consumers’ attention to this review. However, the heightened attention does not always lead to higher consumption likelihood. In particular, the extremity of a highlighted review will interact with the variance of the review context as well as the reputation of the firm being reviewed to determine the effect of the firm-highlighting practice on consumers’ consumption behavior. When other reviews convey mixed opinions or when the firm has not established a strong reputation, highlighting a positive but less extreme review may effectively improve the likelihood of consumption, but highlighting a review that is extremely positive will not.
Persistent Identifierhttp://hdl.handle.net/10722/281987
ISSN
2019 Impact Factor: 3.585
2015 SCImago Journal Rankings: 4.397
ISI Accession Number ID

 

DC FieldValueLanguage
dc.contributor.authorYi, C-
dc.contributor.authorJiang, ZJ-
dc.contributor.authorLi, X-
dc.contributor.authorLu, X-
dc.date.accessioned2020-04-19T03:33:47Z-
dc.date.available2020-04-19T03:33:47Z-
dc.date.issued2019-
dc.identifier.citationInformation Systems Research, 2019, v. 30 n. 3, p. 711-725-
dc.identifier.issn1047-7047-
dc.identifier.urihttp://hdl.handle.net/10722/281987-
dc.description.abstractUser-generated content (UGC) is increasingly used in the marketing communication mix for promoting products. This research investigates how firms can actively manage consumer-generated reviews in the form of highlighting authentic reviews at firms’ discretion. Whereas highlighting a positive review is expected to lead to positive product evaluations, this practice may elicit consumers’ skepticism if consumers are explicitly informed of the promotional intent of the firm. In three studies, we examine the effect of presenting a firm-highlighted review on consumers’ consumption intention and behavior. Our findings confirm that highlighting a positive consumer review can effectively attract consumers’ attention to this review. However, the heightened attention does not always lead to higher consumption likelihood. In particular, the extremity of a highlighted review will interact with the variance of the review context as well as the reputation of the firm being reviewed to determine the effect of the firm-highlighting practice on consumers’ consumption behavior. When other reviews convey mixed opinions or when the firm has not established a strong reputation, highlighting a positive but less extreme review may effectively improve the likelihood of consumption, but highlighting a review that is extremely positive will not.-
dc.languageeng-
dc.publisherINFORMS. The Journal's web site is located at http://isr.pubs.informs.org-
dc.relation.ispartofInformation Systems Research-
dc.subjectuser-generated content (UGC)-
dc.subjectfirm-highlighted review-
dc.subjectsalience effect-
dc.subjectskepticism-
dc.subjectreview variance-
dc.titleLeveraging User-Generated Content for Product Promotion: The Effects of Firm-Highlighted Reviews-
dc.typeArticle-
dc.identifier.emailJiang, ZJ: jiangz@hku.hk-
dc.identifier.authorityJiang, ZJ=rp02547-
dc.description.naturepostprint-
dc.identifier.doi10.1287/isre.2018.0807-
dc.identifier.scopuseid_2-s2.0-85079283611-
dc.identifier.hkuros309714-
dc.identifier.volume30-
dc.identifier.issue3-
dc.identifier.spage711-
dc.identifier.epage725-
dc.identifier.isiWOS:000488276800001-
dc.publisher.placeUnited States-
dc.identifier.issnl1047-7047-

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