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Organic Advertising? The Effect of Featured Review on Consumer Rating

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Item Summary Wu, Tong Seidmann, Abraham Rui, Huaxia 2019-01-03T00:53:08Z 2019-01-03T00:53:08Z 2019-01-08
dc.identifier.isbn 978-0-9981331-2-6
dc.description.abstract We investigate the effect of the Favorite Reviews (FR) feature on user behavior in an online user-generated content (UGC) platform. The FR feature, which allows business owners to pin one selected review near the top of their property page, can serve as a new advertising tool for business owners to promote their businesses using satisfied consumers. Specifically, this paper investigates the impact of such a feature on the quantity of new reviews on Relying on difference-in-differences strategies, we find that this feature distorts the distribution of new reviews toward a positive extreme. The observed growth in new five-bubble reviews is mainly driven by new users. The experienced users, however, reduce their contributions, on average. This observed effect might result in user concern over the credibility of the UGC platform.
dc.format.extent 10 pages
dc.language.iso eng
dc.relation.ispartof Proceedings of the 52nd Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.subject The Impact of Digitization on Business Operations
dc.subject Organizational Systems and Technology
dc.subject e-commerce, favorite review, featured review, online reviews, user-generated content
dc.title Organic Advertising? The Effect of Featured Review on Consumer Rating
dc.type Conference Paper
dc.type.dcmi Text
dc.identifier.doi 10.24251/HICSS.2019.813
Appears in Collections: The Impact of Digitization on Business Operations

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