TY - JOUR
T1 - The influence of launching mobile channels on online customer reviews
AU - Kim, Jong Min
AU - Lee, Eunkyung
AU - Mariani, Marcello M.
N1 - Publisher Copyright:
© 2021 Elsevier Inc.
PY - 2021/12
Y1 - 2021/12
N2 - We explore the effect of launching mobile channels on online customer reviews. We show that the launch of mobile channels does not significantly influence online review generation, contrary to the general expectation that the accessibility of mobile channels stimulates online review generation intention. Using a Difference-In-Difference (DID) approach to analyzing review data from online travel websites, we find that the launch of a mobile channel does not affect the volume and the average rating of the generated reviews. However, we discover that reviewers with extreme experiences tend to use mobile devices to post their online reviews, providing evidence that the new channel introduction influences only the device chosen to post online reviews. Based on our findings, we extend extant literature and research on electronic Word of Mouth (eWOM) and develop business implications for online review platform managers on a mobile channel strategy that could improve business value.
AB - We explore the effect of launching mobile channels on online customer reviews. We show that the launch of mobile channels does not significantly influence online review generation, contrary to the general expectation that the accessibility of mobile channels stimulates online review generation intention. Using a Difference-In-Difference (DID) approach to analyzing review data from online travel websites, we find that the launch of a mobile channel does not affect the volume and the average rating of the generated reviews. However, we discover that reviewers with extreme experiences tend to use mobile devices to post their online reviews, providing evidence that the new channel introduction influences only the device chosen to post online reviews. Based on our findings, we extend extant literature and research on electronic Word of Mouth (eWOM) and develop business implications for online review platform managers on a mobile channel strategy that could improve business value.
KW - Difference-In-Difference approach
KW - Mobile channel
KW - Review distribution channel choice
KW - Review rating
KW - Review volume
KW - eWOM
UR - http://www.scopus.com/inward/record.url?scp=85114026617&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2021.08.048
DO - 10.1016/j.jbusres.2021.08.048
M3 - Article
AN - SCOPUS:85114026617
SN - 0148-2963
VL - 137
SP - 366
EP - 378
JO - Journal of Business Research
JF - Journal of Business Research
ER -