Should I trust him? The effects of reviewer profile characteristics on eWOM credibility

For online consumer reviews to serve as decision-making aids, users have to first trust the reviewer. However, unlike face-to-face communication, where trust develops overtime, consumers have to rely on personal profile information to establish confidence in the reviewer in online shopping context. These personal profile characteristics may serve as cues of source credibility. This study adopts a 2 (number of trusted members: small, large) × 2 (profile picture: without, with) × 2 (review valence: negative, positive) between-participants experiment to explore how two personal profile characteristics, reputation cue and profile picture, influence cognitive trust and affective trust towards the reviewer and perceived review credibility respectively and in a combinatory manner. The findings of the study showed that reputation cue and profile picture cue contributed differently to users’ affective trust and cognitive trust towards the reviewer. Reputation cue, generated by the system, was found to influence both affective and cognitive dimensions of trust, whereas the self-generated cue of profile picture affected only affective trust. Reputation cue had a direct influence on perceived review credibility, whereas the influence of profile picture on perceived review credibility was dependent upon review valence. The implications of these findings are discussed in the paper.     

The effects of source cues on online news perception

Among various interface cues, expertise, identity, and bandwagon cues have been consistently found to have significant effects on media users’ perceptions of online news content. To examine the effects of these three types of heuristic cues in the context of online news consumption, the current study involved a 2 (expertise cue: low vs. high) × 2 (identity cue: in-group vs. out-group) × 2 (bandwagon cue: low vs. high) online experiment. A total of 121 undergraduate students participated in the study. Significant two-way interaction effects between the expertise and bandwagon cues on perceived credibility suggested the positive combined effect of these two cues. Moreover, significant three-way interaction effects among expertise, identity and bandwagon cues indicated that the interaction effects between expertise and bandwagon cues tend to work as a function of the identity cue. While confirming the importance of the identity cue in users’ perceptions of online news, three-way interaction effects confirmed the co-occurrence of heuristic and systematic processing. The interaction effects also suggested that people process news systematically when the recommenders are out-group members, whereas they process news heuristically when the recommenders are in-group members. Theoretical as well as practical implications have also been discussed in this article.     

The Effects of Other‐Generated and System‐Generated Cues on Adolescents' Perceived Attractiveness on Social Network Sites

The aim of this study was to investigate to what extent other‐generated and system‐generated cues on social network sites (SNS) influence the popularity and attractiveness of adolescents. In a 2 (friends' physical attractiveness: attractive, unattractive) ×2 (friends' wall postings: positive, negative) ×3 (number of friends: low, average, high) factorial experiment, 497 high school students between 12 and 15 years of age were randomly assigned to one of the twelve experimental conditions. Results revealed that the profile owner of a SNS was perceived as being more attractive when the profile includes attractive friends and positive wall postings. The profile owners' number of friends did not affect the perceived attractiveness of the profile‐owner, only the perceived extraversion.     

The face tells all: Testing the impact of physical attractiveness and social media information of spokesperson on message effectiveness during a crisis

This paper empirically examines the effects of organizational spokesperson's physical attractiveness and their social cues usage on message effectiveness. A 2 (physical attractiveness of spokesperson) × 2 (social cues) × 2 (crisis response strategy) mixed subject design was tested. The results show that spokespeople with high physical attractiveness as communicating more credible messages, being more expert sources, and as being more persuasive. Also, social cues of spokespeople have an influence on the participants’ perceived credibility and expertise while the interaction effects suggest that the effects of social cue override the effects of physical attractiveness. This indicates that crisis communication practitioners can use social cues to boost persuasiveness and/or message credibility of less attractive spokespeople. Theoretical and practical implications are also discussed.     

Computer-mediated persuasion in online reviews: Statistical versus narrative evidence

The current study examined the effects of online product reviews on individuals’ credibility perceptions of the reviews and their attitudes about the product targeted in the reviews. Study 1 used a 2 (review type: statistical and narrative) × 2 (review valence: negative and positive) design, and study 2 used a 2 (statistical review valence: positive and negative) × 2 (narrative review valence: positive and negative) design. The findings of study 1 were consistent with those of study 2 and indicated that negative statistical reviews were perceived as more credible than negative narrative reviews, while the credibility of positive statistical reviews did not differ from that of positive narrative reviews. On the other hand, statistical reviews and narrative reviews did not differ in terms of affecting individuals’ attitudes about the product. The current study also found that the vividness and valence of each review type had varying effects on review credibility and attitudes about the product. The implications of these and other findings are discussed in detail in the paper.     

Enhancing the impact of online hotel reviews through the use of emoticons

Online consumer reviews (OCRs) have received increasing scrutiny in recent years. The present study focuses on the effect of OCRs on consumers’ perceptions and attitudes, when pictorial representation of consumer emotions is used in online hotel reviews. A 2?×?2 experimental study is designed to examine the effect of two independent variables: review valence (positive vs. negative) and emoticons use (no emoticons vs. emoticons). Research findings show that positive OCRs result in more positive attitude and higher booking intention. Interestingly, the presence of emoticons in negative reviews strengthens the review credibility and usefulness, but attenuates consumers’ attitude towards the hotel and their booking intention. Managerial implications and research opportunities are discussed.     

Social media and relationship development: The effect of valence and intimacy of posts

Social media is becoming an increasingly common part of everyday life. Many social media sites (e.g. Facebook, Twitter and LinkedIn) support new interpersonal interaction methods, some of which are neither directed nor reciprocated. For example, social media users can read online 'posts' (self-disclosures) of their friends without interacting with those friends. This is vastly different to traditional face-to-face communication. Our study investigated how reading online 'posts' affects relationship development. Using a longitudinal design sampling 243 participants, we focused on the effect of the posts' valence and intimacy. We found that high intimacy posts or negative posts decreased the social attractiveness of the self-discloser. The perception of the posts and the receiver's feelings of homophily to the self-discloser mediated this relationship. Studies of offline interpersonal interaction have found similar results. In offline communication, self-disclosure perception and homophily also mediate relationship outcomes. This suggests that reading posts on social media and interacting in real life trigger similar or identical relationship formation pathways. These results support the argument that passive consumption is a new method of interaction that does not fundamentally change human psychology. While novel, passive consumption is still based on the same principles as offline communication.     

Effects of attribute and valence of e-WOM on message adoption: Moderating roles of subjective knowledge and regulatory focus

The current study proposes a model to test whether online review valence and attributes have an effect on credibility, and whether regulatory focus and subjective knowledge have moderating effects. Three hundred nineteen university students participated in online experiments with a 2 (positive vs. negative review valence) by 2 (objective vs. subjective review attributes) between subject design. The experiment demonstrated that objective and negative online reviews have a significant positive and negative impact, respectively, on message credibility, which affects review adoption. The results also showed that the moderating effect produced by objective information and a consumer’s subjective knowledge is supported. This study contributes to explaining the inconsistent results between review valence/attribute and credibility found in previous studies.     

The Good,the Bad,and the Expert: How Consumer Expertise Affects Review Valence Effects on Purchase Intentions in Online Product Reviews

This study aims to shed more light on the question whether, and under what circumstances, valence affects consumers' intention to buy a product after reading an online review. We hypothesize that receiver expertise could possibly moderate (a) the impact of review valence on consumers' purchase intentions, and (b) the asymmetric effects of positive and negative reviews. To test these hypotheses, we conducted an experiment, exposing participants (n = 470) to reviews varying in valence (i.e., positive, neutral, negative), with purchase‐intention as the dependent variable. The results support the moderating role of receiver expertise for both the influence and weight of review valence effects. This explains the inconsistent results for review valence reported in previous studies.     

Befriended to polarise? The impact of friend identity on review polarisation—A quasi-experiment

Opinion polarisation in social media has recently become a significant issue. The existing literature mainly attributes polarisation to online friends' informational social influence, that is, users are more likely to interact with others with similar opinions, which leads to the echo chamber effect. However, the impact of social interaction on individual polarisation may also result from normative social influence, which varies with social settings on the platform. In this paper, we leverage a quasi-experiment to investigate the normative social influence of online friends on focal users' review polarity. We use fixed effects and difference-in-differences approaches, along with propensity score matching, to address the potential endogeneity in users' friend function adoption decisions. Our results indicate that adopting the friend function leads users to post less extreme ratings. We further separate the reviews into positive and negative, finding that the reduction in the review polarity for positive reviews is more prominent than for negative ones. Regarding user heterogeneity, our causal forest analysis uncovers that users with a higher engagement level on the platform are less affected by adopting the friend function than those with less engagement. Our study has clear implications for managers and platform designers, highlighting the importance of social function design in reducing social media induced polarisation.     

“Highly Recommended!” The Content Characteristics and Perceived Usefulness of Online Consumer Reviews

The aim of the present study was to gain a better understanding of the content characteristics that make online consumer reviews a useful source of consumer information. To this end, we content analyzed reviews of experience and search products posted on Amazon.com (N = 400). The insights derived from this content analysis were linked with the proportion of ‘useful’ votes that reviews received from fellow consumers. The results show that content characteristics are paramount to understanding the perceived usefulness of reviews. Specifically, argumentation (density and diversity) served as a significant predictor of perceived usefulness, as did review valence although this latter effect was contingent on the type of product (search or experience) being evaluated in reviews. The presence of expertise claims appeared to be weakly related to the perceived usefulness of reviews. The broader theoretical, methodological and practical implications of these findings are discussed.     

Does source matter? Examining source effects in online product reviews

Drawing on the literature about online source classification, source credibility, and attribution theory, this study examines how the source of a product review influences people’s product judgments. Results from a between-subjects experiment suggest that the perceived source of a message (the visible source) impacts how people evaluate actual reviewer (the original source) and product. Reviews made by regular Internet users (visible sources) lead to greater trust in the actual reviewer (the original source), compared to product reviews from product makers. Results further indicate that visible sources play a crucial role in helping people judge the credibility of online reviews. Particularly, the identity of a visible source is used to consider the intention of original source of the message, which in turn determines message persuasiveness. The authors conclude that evaluating the intentions of online reviewers is a critical antecedent to forming opinions about online reviews and products.     

Examining the Impacts of Electronic Word-of-Mouth Message on Consumers’ Attitude

Electronic word-of-mouth (eWOM) has become one of the most influential communication tools. Few studies have identified what makes certain online reviews more influential than others. The objective of this study is to develop a better understanding of the impact of online reviews on consumer attitude and behavioral intention through a conceptual framework built from a series of theories and models. Combined experiment and survey methods contribute to the literature. Research findings revealed that online review antecedents of eWOM like review quality, valence, credibility, and quantity exerted impact on consumers’ attitude toward products. Personal involvement was a predominant predictor of consumers’ attitude. This study identified emotional strength’s mediating role in enhancing online review credibility and inducing a favorable attitude toward products.     

Managing online wait: Designing effective waiting screens across cultures

We investigate how to effectively manage online wait using a waiting screen with progress cues in different cultures. A research model is developed based on uncertainty reduction model, resource allocation model, color psychology, and Hofstede’s cultural model. Two controlled lab experiments (n = 269 subjects each) were conducted in U.S. and Taiwan. We found that high hedonic valence and high time affordance were more effective to induce greater enjoyment and less uncertainty respectively, resulting in shorter perceived waiting time. We also found the significant background color effect and interaction effects between culture and progress cue design.     

Experiencing motivational conflict on social media in a crisis situation: The case of the Chick-fil-A same-sex marriage controversy

This study examined the relationship between motivational conflict involving social media use and attitude formation in a brand crisis situation. An online experiment was conducted with 658 participants using a 2 (news-article valence: positive vs. negative) × 2 (situational cue valence: positive vs. negative) between-subjects design. During the experiment, participants loyal to Chick-fil-A (defense-motivated) were asked to communicate the brand through the brand's social networking sites (SNSs) while receiving a cue for the SNS audience's general unfavorable opinions on the crisis issue, the Chick-fil-A same-sex marriage controversy (impression-motivated). It was found that when motivational conflict was experienced (defense vs. impression), (1) individuals' brand attitudes were affected more by objective information such as a news article than by a cue for audience opinion and (2) their positive brand-related cognitions were countervailed by their impression-related cognitions. Overall, the findings suggest that it is not always desirable for a company to encourage customers to engage in SNS-facilitated interaction in a crisis situation.     

Do we trust the crowd or information system? Effects of personalization and bandwagon cues on users' attitudes and behavioral intentions toward a restaurant recommendation website

Visual interface cues on many websites can influence Internet users' psychology, especially their perceptions about the site as well as its content (Sundar, 2008). Specifically, presence of commonly used interface cues (e.g., personalization, bandwagon cues) can substantially influence users' attitudes and their behavioral intentions toward websites and their content. This study examined the effect of personalization feature and bandwagon cues (i.e., star ratings, reviews) in a restaurant recommendation website, measuring (a) to what extent users positively perceive and plan on revisiting or sharing the site, and (b) to what degree users favored the recommended restaurant and plan to visit them. A 2 (personalization feature: present vs. absent) × 2 (bandwagon cues: high vs. low) between-subjects experiment showed that personalization feature and bandwagon cues increased positive perceptions and their behavioral intentions toward both the website and the recommended restaurant. Moreover, results revealed that users' perceived relevance as well as perceived novelty mediated the effects of interface cues on their attitudinal and behavioral consequences. Further, the impact of the interface cues on user psychology significantly differed as a function of the other cues. Theoretical and practical implications for future research on the effect of interface cues on user psychology are discussed.     

Attitude Toward Mobile Text Messaging: An Expectancy‐Based Perspective

Mobile text messaging is one of the world’s most popular asynchronous communication tools, but few empirical studies have examined users’ abilities and attitudes toward such technologies. The study employs 2 distinct, yet complementary, expectancy‐based constructs (i.e., self‐efficacy and locus of control) to predict anxiety and attitude valence toward mobile text messaging. Survey data collected from text messaging users show that the attitude toward text messaging behaviors can be examined through their beliefs in their competence and sense of control. Results indicate that enhancing users’ ability and their sense of personal control can further the use of future mobile text‐based applications and services. These findings suggest that future research should consider incorporating these variables into existing information technology adoption frameworks.     

The influence of source cues and topic familiarity on credibility evaluation

An important cue in the evaluation of the credibility of online information is the source from which the information comes. Earlier, it has been hypothesized that the source of information is less important when one is familiar with the topic at hand. However, no conclusive results were found to confirm this hypothesis. In this study, we re-examine the relationship between the source of information and topic familiarity. In an experiment with Wikipedia articles with and without the standard Wikipedia layout, we showed that, contrary to our expectations, familiar users have less trust in the information when they know it comes from Wikipedia than when they do not know its source. For unfamiliar users, no differences were found. Moreover, source cues only influenced trust when the credibility of the information itself was ambiguous. These results are interpreted in the 3S-model of information trust (Lucassen & Schraagen, 2011).     

A concept-level approach to the analysis of online review helpfulness

Helpfulness of online reviews serves multiple needs of different Web users. Several types of factors can drive reviews' helpfulness. This study focuses on uninvestigated factors by looking at not just the quantitative factors (such as the number of concepts), but also qualitative aspects of reviewers (including review types such as the regular, comparative and suggestive reviews and reviewer helpfulness) and builds a conceptual model for helpfulness prediction. The set of 1500 reviews were randomly collected from TripAdvisor.com across multiple hotels for analysis. A set of four hypotheses were used to test the proposed model. Our results suggest that the number of concepts contained in a review, the average number of concepts per sentence, and the review type contribute to the perceived helpfulness of online reviews. The regular reviews were not statistically significant predictors of helpfulness. As a result, review types and concepts have a varying degree of impact on review helpfulness. The findings of this study can provide new insights to e-commerce retailers in understanding the importance of helpfulness of reviews.     

Self-monitoring,honesty, and cue use on Facebook: The relationship with user extraversion and conscientiousness

The present study explored the relationship between Facebook (FB) users’ self-monitoring and self-reported FB honesty and the content of users’ profiles. It was anticipated that high self-monitors would construct a more extraverted profile and honest FB users would construct a more conscientious profile. A content analysis of 53 cues on participants’ FB profiles (N = 100) was conducted. Supporting evidence was shown in a lens model analysis of FB user profiles and strangers’ (N = 35) impressions of users’ personality. User self-monitoring was uniquely associated with three FB cues: posting a profile picture at a younger age, posting more frequently, and using more shorthand in status updates. These three cues informed strangers’ estimations of user extraversion, but were unrelated to estimations of users’ conscientiousness. Honesty on FB was uniquely associated with three cues that informed strangers’ estimations of user conscientiousness: expressing positive affect and talking more about family in status updates, and having FB friends who expressed support in response to status updates. This study demonstrated that FB use and profile page construction were associated with FB users’ personality, and the construction of profiles affected strangers’ perceptions of FB users.