Leveraging User-Generated Content for Product Promotion: The Effects of Firm-Highlighted Reviews

• 成果类型: Review
• 署名作者: Yi, Cheng; Jiang, Zhenhui (Jack); Li, Xiuping; Lu, Xianghua
• 署名单位: Tsinghua University; Tsinghua University; National University of Singapore; University of Hong Kong; National University of Singapore; Fudan University
• 刊物名称: INFORMATION SYSTEMS RESEARCH
• ISSN/ISSBN: 1047-7047
• DOI: 10.1287/isre.2018.0807
• 发表日期: 2019
• 页码: 711-725
• 关键词: word-of-mouth; persuasion knowledge; sponsorship disclosure; customer reviews; consumer reviews; online reviews; credibility; sales; recommendations; ADVERTISEMENTS

摘要

User-generated content (UGC) is increasingly used in the marketing communication mix for promoting products. This research investigates how firms can actively manage consumer-generated reviews in the form of highlighting authentic reviews at firms' discretion. Whereas highlighting a positive review is expected to lead to positive product evaluations, this practice may elicit consumers' skepticism if consumers are explicitly informed of the promotional intent of the firm. In three studies, we examine the effect of presenting a firm-highlighted review on consumers' consumption intention and behavior. Our findings confirm that highlighting a positive consumer review can effectively attract consumers' attention to this review. However, the heightened attention does not always lead to higher consumption likelihood. In particular, the extremity of a highlighted review will interact with the variance of the review context as well as the reputation of the firm being reviewed to determine the effect of the firm-highlighting practice on consumers' consumption behavior. When other reviews convey mixed opinions or when the firm has not established a strong reputation, highlighting a positive but less extreme review may effectively improve the likelihood of consumption, but highlighting a review that is extremely positive will not.