Understanding the dynamics of review posting and the management intervention effects on those dynamics. (July 2020)

• Record Type: Journal Article
• Authors: Kim, Jong Min; Hwang, Kyusung; Hyun, Soonchul
• Is Part Of: International journal of hospitality management. Volume 88(2020)
• Publication Date: 2020-07
• Subjects: Online review generation -- Reactant behavior -- Management response -- Social impact theory -- Rational action theory -- Quasi-experimental approach; Hotel management -- Periodicals; Restaurant management -- Periodicals; Food service management -- Periodicals; Hôtels -- Gestion -- Périodiques; Restaurants -- Gestion -- Périodiques; Services alimentaires -- Gestion -- Périodiques; Food service management; Hotel management; Restaurant management; Periodicals; 647.94
• DOI: 10.1016/j.ijhm.2020.102526
• Languages: English
• ISSNs: 0278-4319

Abstract

Highlights: Review posters exhibit reactance behavior in positive or negative review trends. Reactance behavior is attenuated when the prior review trend is negative. When posters encounter a positive prior review trend, reactance behavior is amplified. Management responses negatively influence review ratings with a positive prior trend. With a negative prior trend, management responses positively impact review ratings. Abstract: The purposes of the paper are (1) to examine the dynamic properties of online reviews, focusing on whether previous review trends contribute to herding or reactant behavior in subsequent review rating generation (dynamic flow), and (2) to explore the business value of management responses in the dynamic flow of online reviews based on Social Impact Theory and Rational Action Theory as the foundation. To this end, we analyze a series of regression and logistic models with quasi-experimental cases from a large online review dataset, collected from a leading online travel website in China. We find that both types of previous trends of reviews, positive and negative, contribute to reactant behavior in subsequent review rating generation. When the review trends are considered with management responses, we find that management responses have a positive impact on subsequent review ratings in the negative review trend, but not in the positive review trend.