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- Publisher Website: 10.1287/isre.2018.0807
- Scopus: eid_2-s2.0-85079283611
- WOS: WOS:000488276800001
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Article: Leveraging User-Generated Content for Product Promotion: The Effects of Firm-Highlighted Reviews
Title | Leveraging User-Generated Content for Product Promotion: The Effects of Firm-Highlighted Reviews |
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Authors | |
Keywords | user-generated content (UGC) firm-highlighted review salience effect skepticism review variance |
Issue Date | 2019 |
Publisher | INFORMS. 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? |
Abstract | User-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 Identifier | http://hdl.handle.net/10722/281987 |
ISSN | 2023 Impact Factor: 5.0 2023 SCImago Journal Rankings: 4.176 |
ISI Accession Number ID |
DC Field | Value | Language |
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dc.contributor.author | Yi, C | - |
dc.contributor.author | Jiang, ZJ | - |
dc.contributor.author | Li, X | - |
dc.contributor.author | Lu, X | - |
dc.date.accessioned | 2020-04-19T03:33:47Z | - |
dc.date.available | 2020-04-19T03:33:47Z | - |
dc.date.issued | 2019 | - |
dc.identifier.citation | Information Systems Research, 2019, v. 30 n. 3, p. 711-725 | - |
dc.identifier.issn | 1047-7047 | - |
dc.identifier.uri | http://hdl.handle.net/10722/281987 | - |
dc.description.abstract | User-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.language | eng | - |
dc.publisher | INFORMS. The Journal's web site is located at http://isr.pubs.informs.org | - |
dc.relation.ispartof | Information Systems Research | - |
dc.subject | user-generated content (UGC) | - |
dc.subject | firm-highlighted review | - |
dc.subject | salience effect | - |
dc.subject | skepticism | - |
dc.subject | review variance | - |
dc.title | Leveraging User-Generated Content for Product Promotion: The Effects of Firm-Highlighted Reviews | - |
dc.type | Article | - |
dc.identifier.email | Jiang, ZJ: jiangz@hku.hk | - |
dc.identifier.authority | Jiang, ZJ=rp02547 | - |
dc.description.nature | postprint | - |
dc.identifier.doi | 10.1287/isre.2018.0807 | - |
dc.identifier.scopus | eid_2-s2.0-85079283611 | - |
dc.identifier.hkuros | 309714 | - |
dc.identifier.volume | 30 | - |
dc.identifier.issue | 3 | - |
dc.identifier.spage | 711 | - |
dc.identifier.epage | 725 | - |
dc.identifier.isi | WOS:000488276800001 | - |
dc.publisher.place | United States | - |
dc.identifier.issnl | 1047-7047 | - |