Jang, Seongsoo  ORCID: https://orcid.org/0000-0002-5948-0876, Chung, Jaihak and Rao, Vithala R.
2021.
The importance of functional and emotional content in online consumer reviews for product sales: evidence from mobile gaming market.
Journal of Business Research
130
, pp. 583-593.
10.1016/j.jbusres.2019.09.027
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Abstract
rior research on online consumer reviews (OCRs) has focused more on the volume and valence of all OCRs as a whole and less on their individual contents. This paper investigates the importance of multidimensional OCR contents, in terms of functional and emotional dimensions, in online marketing. Utilizing a rich dataset of four million online postings and weekly sales for 342 mobile games, this study identifies subcategories of functional OCRs – product quality, product innovativeness, price acceptability, and product ease-of-use – and emotional OCRs – anger, fear, shame, love, contentment, and happiness. The results show that the volume of product quality and ease-of-use OCRs drives more sales than the valence, while the valence of product innovativeness and price OCRs outperforms the volume. Furthermore, both negative and positive emotion-related OCRs moderate the relationship between functional OCRs and product sales. This study offers guidance to firms in managing specific OCR content for superior marketing outcomes.
| Item Type: | Article |
|---|---|
| Date Type: | Publication |
| Status: | Published |
| Schools: | Schools > Business (Including Economics) |
| Publisher: | Elsevier |
| ISSN: | 0148-2963 |
| Date of First Compliant Deposit: | 2 December 2019 |
| Date of Acceptance: | 13 September 2019 |
| Last Modified: | 03 Dec 2024 05:30 |
| URI: | https://orca.cardiff.ac.uk/id/eprint/127286 |
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