Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference

EMAC 2020 Annual Conference


Solicited Online Product Reviews
(A2020-63584)

Published: May 27, 2020

AUTHORS

Nevena Koukova, Lehigh University; Rebecca Jen-Hui Wang, Lehigh University

KEYWORDS

Online reviews; Online recommendations; Solicited reviews

ABSTRACT

Online reviews are becoming increasingly important in consumer purchase decisions. Many retailers, hotels and other service providers actively solicit reviews, prompting customers to evaluate their purchases and experiences. Building on the reciprocity and equity theories, we propose that solicited reviews are different from organic reviews, identify conditions when soliciting reviews could be beneficial for the firms, and examine the underlying process. Using an actual e-retailer data, we find that customers who post solicited (vs. organic) reviews provide higher product ratings. However, the solicited reviews are shorter and perceived as less helpful. Further, in an experimental setting, we examine the effects of product experience and review type on product recommendations and ratings, perceived product quality and review characteristics. Interestingly, after a negative experience, consumers who post solicited (vs. organic) reviews perceive higher product quality and are more likely to recommend the products because of perceived higher firm effort. Our findings have important implications in outlining effective solicitation strategies.