Media Format Matters: User Engagement with Audio, Text and Video Tweets

Li, Jamy; Ensafjoo, Mohsen

doi:10.1080/19376529.2024.2303482

Cited by 1 publication

(2 citation statements)

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“…However, according to Model 5, the number of images has no significant effect, contrary to our expectations. This means that more visual reviews are not necessarily more helpful than less visual reviews, which is in line with Li and Ensafjoo [17] and Li and Xie [51]. This may be due to the low quality, irrelevance, or redundancy of some images, or the high cognitive load and interaction impact caused by other types of information elements.…”

Section: Resultsmentioning

confidence: 52%

“…The combination of different modalities constitutes the unique presentation form of each review, markedly influencing the efficiency and efficacy with which consumers gather and interpret information. Varied modalities within reviews convey distinct types of information, triggering diverse cognitive and emotional responses among consumers [17].…”

Section: Elements Of Online Review Content and Online Review Helpfulnessmentioning

confidence: 99%

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Online Review Helpfulness and Information Overload: The Roles of Text, Image, and Video Elements

Wang,

Che,

et al. 2024

JTAER

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Online reviews have become an important source of information for consumers, significantly influencing their purchasing decisions. However, the abundance and variety of review formats, especially the mix of text, image, and video elements, can lead to information overload and hinder effective decision-making. This study investigates how different review formats and their combinations affect the perceived helpfulness of reviews. We develop a comprehensive framework to analyze the interactions between text, image, and video elements and their impact on the helpfulness of reviews. We collect and code 8693 online reviews from JingDong Mall Mallacross six product categories, including both experience products and search products, and use multiple regression analysis to test our hypotheses. Our results show that textual review elements significantly increase review helpfulness. However, their effectiveness decreases as the amount of information increases, indicating cognitive overload. Text reviews are more prone to contribute to information overload, while visual elements such as images and videos generally do not contribute to information overload in the coexistence of text, image, and video reviews. Imagery components have a minimal effect on review helpfulness. Video elements are relatively short, which may not be sufficient to convey useful information. We also find that the impact of review formats varies between experience products and search products, and that star ratings moderate the alignment of textual or imagery components with consumer expectations. We conclude that the hybrid of text, image, and video elements in online reviews plays a crucial role in shaping consumer decision-making and information overload. Our research contributes to the literature on online reviews and information overload while providing practical implications for online retailers, review platforms, and consumers to optimize review formats, star ratings, and product types to facilitate informed purchase decisions.

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Section: Resultsmentioning

confidence: 52%

Section: Elements Of Online Review Content and Online Review Helpfulnessmentioning

confidence: 99%