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Reviewing the review : effects of variation in source identity, language style and product type of online reviews on consumer responses

Knippers, Nikki (2018) Reviewing the review : effects of variation in source identity, language style and product type of online reviews on consumer responses.

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Abstract:Electronic word-of-mouth (eWOM) communication is considered as one of the most powerful information sources during point of purchase situations. Therefore, it is important that consumers write online reviews that others find helpful and persuade them to buy. But what exactly are helpful and persuasive reviews? This study examines the effects of source identity (little identity disclosure vs extended identity disclosure), language style (figurative language vs literal language) and product type (hedonic product vs utilitarian product). The research aim is to find out which types of online reviews produce the most positive consumer responses. Therefore, 229 respondents participated in a 2 (source identity) x 2 (language style) x 2 (product type) experiment. Respondents were randomly assigned to one of the eight conditions and filled in an online questionnaire. To find out the effects of source identity, language style and product type a MANOVA was performed. Results showed no effects of source identity, but demonstrated significant effects of language style and product type. The findings proved that literal language works better than figurative language and that reviews about hedonic products is advantaged over reviews about utilitarian products. Furthermore, the role of product involvement as moderator and trust in online reviews as covariate was also investigated. This study proves that organizations should not underestimate the power of online reviews, but should instead monitor consumer’s opinions constantly.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/74851
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