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Self or simulacra of online reviews : an empirical perspective

Singh, VK, Nishant, R and Kitchen, PJ 2016, 'Self or simulacra of online reviews : an empirical perspective' , Psychology and Marketing . (In Press)

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Online user-generated content (UGC) includes various forms of computer-mediated online reviews, ratings, and feedback. The impact of online consumer reviews has been widely studied particularly in e-commerce, online marketing, and consumer behavior domains using text-mining and sentiment analysis. Such studies often assume that consumer-submitted online reviews truly represent consumer experiences, but multiple studies on online social networks suggest otherwise. Drawing from the social network literature, this paper investigates the impact of peers on consumer willingness to write and submit online reviews. An empirical study using data from “Yelp,” a globally used online restaurant review website, shows that the number of friends and fans positively impacts the number of online consumer reviews written. Implications for research and practice are discussed.

Item Type: Article
Schools: Schools > Salford Business School > Salford Business School Research Centre
Journal or Publication Title: Psychology and Marketing
Publisher: John Wiley & Sons
ISSN: 0742-6046
Funders: Non funded research
Depositing User: WM Taylor
Date Deposited: 29 Sep 2016 14:13
Last Modified: 29 Sep 2016 14:13

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