The influence of launching mobile channels on online customer reviews

Jong Min Kim, Eunkyung Lee, Marcello M. Mariani*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

15 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)366-378
Number of pages13
JournalJournal of Business Research
Volume137
DOIs
Publication statusPublished - Dec 2021

Keywords

  • Difference-In-Difference approach
  • Mobile channel
  • Review distribution channel choice
  • Review rating
  • Review volume
  • eWOM

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