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 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2020 Annual Conference

A Rare Species: Examining Frequent Online Review Posters and their Posting Behavior

Published: May 27, 2020


Sabrina Gottschalk, Cass Business School, City, University of London; Alexander Mafael, Freie Universität Berlin; Jana Möller, Freie Universität Berlin


online review posting behavior; opinion minority; identity relevance


Online reviews are available in large quantities and for a wide range of products and services. Interestingly, most of this review content is produced by a small group of active review posters, who voice their opinion frequently. Despite their dominant role in the generation of new reviews, frequent review posters and their behavior are not well understood. We propose that frequent posters favour review settings, in which their opinion belongs to the minority of previously posted ratings. This behavior sets them apart from other, less frequent posters, who seem to shy away from posting in a minority perspective and prefer majority settings. Frequent posters reported lower social risk perceptions and increased posting intention when they perceived their opinion to be in the minority. This effect was conditional on identity-relevance of the product domain. We add to literature on review posting behavior by shedding light on important individual differences between reviewers.