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Azimi, Shabnam; Andonova, Yana

doi:10.1108/mip-08-2022-0365

Cited by 6 publications

(7 citation statements)

References 71 publications

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“…However, reviews about negative technical skills had a stronger effect on trusting intention than negative reviews about communication skills. Consistent with past research (Reimer and Benkenstein, 2016;Azimi et al, 2022;Azimi and Andonova, 2023) we found that valence plays a critical role in explaining the effect of review content on readers' perceptions. But based on our results, it was not clear why some quality attributes have different effects on helpfulness and, in turn, trusting intention when valence is considered.…”

Section: Study 1 Discussionsupporting

confidence: 91%

I don’t like it but I use it: how online physician reviews affect readers’ trust

Azimi,

Ansari

2023

JCM

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Purpose Recent research suggests that more than two-thirds of people use online reviews to find a new primary care physician (PCP). However, it is unclear what role review content plays when a patient uses online reviews to decide about a new PCP. This paper aims to understand how a review's content, related to competence (communication and technical skills) and benevolence (fidelity and fairness), impacts patients’ trusting intentions to select a PCP. The authors build the model around information diagnosticity, construal level theory and valence asymmetries and use review helpfulness as a mediator and review valence as a moderator in this process. Design/methodology/approach The authors use two experimental studies to test our hypotheses and collect data through prolific. Findings The authors find that people have a harder time making inferences about the technical and communication skills of a PCP. Reviews about fidelity are perceived as more helpful and influential in building trust than reviews about fairness. Overall, reviews about the communication skills of a PCP have stronger effects on trusting intentions than other types of reviews. The authors also find that positive reviews are perceived as more helpful for the readers than negative reviews, but negative reviews have a stronger impact on patients' trust intentions than positive ones. Originality/value The authors identify how online reviews about a PCP’s competency and benevolence affect patients’ trusting intentions to choose the PCP. The implication of findings of this study for primary medical practice and physician review websites is discussed.

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Section: Study 1 Discussionsupporting

confidence: 91%

I don’t like it but I use it: how online physician reviews affect readers’ trust

Azimi,

Ansari

2023

JCM

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“…We extracted key topics from the streamer product descriptions with the LDA model. Readability was measured by using spelling-error and grammar-error counts (Azimi and Andonova, 2023). Emotional score of comments and streamer product descriptions…”

Section: Methodsmentioning

confidence: 99%

Section: Readabilitymentioning

confidence: 99%

“…The readability of product descriptions assesses the ease with which consumers comprehend product information, making it a crucial variable for measuring information utility (Azimi and Andonova, 2023;Sawyer et al, 2008). Existing research has shown that highly readable product descriptions generally contain fewer grammatical and spelling errors (Azimi and Andonova, 2023). On the one hand, precise, accurate, concise and easy-to-understand product descriptions provide more key information about the intrinsic value of the product, reduce the cognitive cost of processing information for consumers and improve the diagnosability of the information (Cai et al, 2023).…”

Section: Readabilitymentioning

confidence: 99%

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Combination of streamers' product description and viewers' comments: moderating effect of streamer–viewer relationship strength

Peng,

Ding,

Zhang

2023

MIP

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PurposeThis study examines the relationship between streamers' product descriptions, customer comments and online sales and focuses on the moderating effect of streamer–viewer relationship strength.Design/methodology/approachBetween June 2021 and April 2022, the structured data of 965 livestreaming and unstructured text data of 42,956,147 characters from two major live-streaming platforms were collected for the study. Text analysis and regression analysis methods were employed for data analysis.FindingsFirst, the authors' analysis reveals an inverted U-shaped relationship between comment length and product sales. Notably, comment volume and comment emotion positively influence product sales. Furthermore, the semantic richness, emotion and readability of streamers' product descriptions also positively influence product sales. Secondly, the authors find that the strength of streamer–viewer relationship weakens the positive effects of comment volume and comment emotion without moderating the inverted U-shaped effect of comment length. Lastly, the strength of streamer–viewer relationship also diminishes the positive effects of emotion, semantics and readability of streamers' product descriptions on product sales.Originality/valueThis study is the first to concurrently examine the direct and interactive effects of user-generated content (UGC) and marketer-generated content (MGC) on consumer purchase behaviors in livestreaming e-commerce, offering a novel perspective on individual decision-making and cue utilization in the social retail context.

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“…They have become important consumer considerations when purchasing (Azimi, 2022). The development and popularity of online platforms have increased the importance of eWOM.…”

Section: Introductionmentioning

confidence: 99%

The relationship between electronic word of mouth and brand: A systematic review and future research agenda

Maru,

Sai Vijay

2024

Int J Consumer Studies

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Consumers often rely on electronic word‐of‐mouth (eWOM) interaction as a source of information about brands. It helps them in making decisions about their purchases. This study aimed to assess electronic word of mouth and identifies its relationship with various brand characteristics. 279 research articles examining eWOM and brand relationship were systematically identified and extracted from Scopus‐based and peer‐reviewed literature. A bibliometric analysis was conducted on these articles using bibliometrix‐R and VOSviewer. This review highlighted the most frequently cited and co‐cited articles in the domain and evolution of research in the domain using the SPAR‐4‐SLR methodology. Additionally, based on the Antecedent–Decisions–Outcome (ADO) framework, a comprehensive review was done which highlighted the most‐studied brand attributes as antecedents, decisions, and outcomes in the eWOM literature. This investigation revealed that the brand attitude was studied the most followed by brand image, brand engagement, and so forth. Further, the ADO framework is used to summarize this study's scholarly contributions, practical applications, and future research prospects. Furthermore, brand hate, authenticity, activism, congruence, and personality, co‐creation, and identity were deduced as future trends in this domain.

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Did you find this review helpful?

Cited by 6 publications

References 71 publications

I don’t like it but I use it: how online physician reviews affect readers’ trust

I don’t like it but I use it: how online physician reviews affect readers’ trust

Combination of streamers' product description and viewers' comments: moderating effect of streamer–viewer relationship strength

The relationship between electronic word of mouth and brand: A systematic review and future research agenda

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