Online customer reviews and consumer evaluation: The role of review font

Huang, Yunhui; Li, Changxin; Wu, Jiang; Lin, Zhijie

doi:10.1016/j.im.2017.10.003

Cited by 64 publications

(34 citation statements)

References 86 publications

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“…Such OSM is likely to shape consumer attitudes favorably, improving customer experience and satisfaction (Stephen, Sciandra, and Inman 2015). However, the impact of OSM on customer satisfaction is likely to be limited due to the lower familiarity of consumers with OSM relative to ESM valence (Huang et al 2017) and, in general, the higher trust consumers have in other consumers versus brand employees who are generating OSM (Salesforce 2016). Thus, we expect a moderately positive effect of OSM on customer satisfaction.…”

Section: Customer Satisfaction (Proposition 5)mentioning

confidence: 99%

Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media

Colicev

Malshe

Pauwels

et al. 2018

Journal of Marketing

284

205

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Although research has examined the social media–shareholder value link, the role of consumer mindset metrics in this relationship remains unexplored. To this end, drawing on the elaboration likelihood model and accessibility/diagnosticity perspective, the authors hypothesize varying effects of owned and earned social media (OSM and ESM) on brand awareness, purchase intent, and customer satisfaction and link these consumer mindset metrics to shareholder value (abnormal returns and idiosyncratic risk). Analyzing daily data for 45 brands in 21 sectors using vector autoregression models, they find that brand fan following improves all three mindset metrics. ESM engagement volume affects brand awareness and purchase intent but not customer satisfaction, while ESM positive and negative valence have the largest effects on customer satisfaction. OSM increases brand awareness and customer satisfaction but not purchase intent, highlighting a nonlinear effect of OSM. Interestingly, OSM is more likely to increase purchase intent for high involvement utilitarian brands and for brands with higher reputation, implying that running a socially responsible business lends more credibility to OSM. Finally, purchase intent and customer satisfaction positively affect shareholder value.

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Section: Customer Satisfaction (Proposition 5)mentioning

confidence: 99%

Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media

Colicev

Malshe

Pauwels

et al. 2018

Journal of Marketing

284

205

View full text Add to dashboard Cite

show abstract

“…Yet, we conjecture that a platform's impact may be even broader than indicated by prior work. For example, visual design elements of WOM and other website content (e.g., product information), such as prominence (Babić Rosario et al, ), display type or order (e.g., Chen et al, ; Deng, Kahn, Unnava, & Lee, ), graphical presentations (Fisher et al, ), or fonts (Huang, Li, Wu, & Lin, ), might affect receivers’ processing or attention, thereby altering the impact of WOM.…”

Section: The Impact Of Wommentioning

confidence: 99%

How online word‐of‐mouth impacts receivers

Moore

Lafreniere

2019

Consumer Psychology Review

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Online word‐of‐mouth (WOM) can impact consumers’ product evaluations, purchase intentions, and choices—but when does it do so? How do those receiving WOM know whether to rely on a particular message? This article suggests that the multiple players involved in online WOM (receivers, senders, sellers, platforms, and other consumers) each have their own interests, which are often in conflict. Thus, receivers of WOM are faced with a judgment task in deciding what information to rely on: They must make inferences about the product in question and about the players who provide or present WOM. To do so, they use signals embedded in various components of WOM, such as average star ratings, message content, or sender characteristics. The product and player information provided by these signals shapes the impact of WOM by allowing receivers to make inferences about (a) their likelihood of product satisfaction, and (b) the trustworthiness of WOM players, and therefore the trustworthiness of their content. This article summarizes how each player changes the impact of online WOM, providing a lens for understanding the current literature in online WOM, offering insights for theory in this context, and opening up pathways for future research.

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“…Huang Yunhui investigated the impact of online review on consumer product assessment in terms of the readability of fonts. The study found that legibility of fonts increased the impact of online reviews on consumers by increasing credibility [18]. In addition, when consumers clarify information thoroughly, the impact of online review fonts will diminish, so legibility of fonts cannot be used to judge the impact of online reviews.…”

Section: Factors That Influence the Usefulness Of Online Product Reviewsmentioning

confidence: 98%

A Review of Online Product Reviews

Wang¹,

Wang²

2020

JSSM

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In the rapidly growing Internet of China, online shopping has spread to the daily lives of most people. Consumers need to consider the characteristics, quality, price, and other information of the product when making purchases on the Internet platform, and carefully select them to improve the satisfaction of shopping. Online product review is one of the sources of product feature information and is increasingly valued by online consumers. This article will review the literature of online product reviews from the generation of online product reviews, outcome variables, usefulness, and influencing factors. We will sort out current academic achievements, and look for future research directions. Follow-up researches should use scientific analysis techniques and methods to establish theoretical models, and explore the mechanism of usefulness of online product reviews.

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Online customer reviews and consumer evaluation: The role of review font

Cited by 64 publications

References 86 publications

Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media

Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media

How online word‐of‐mouth impacts receivers

A Review of Online Product Reviews

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