Start Date
11-12-2016 12:00 AM
Description
There is limited systematic research on managerial response strategies to online consumer compliments and positive e-WOM. In this paper, we synthesize altruism theory, social exchange theory and psychological reactance theory to develop our theoretical model that explores the mechanism through which online consumer compliments influence consumer attitudes and the mechanisms through which managerial responses can alter these influences. We test our model using data from TripAdvisor.com—a leading travel review platform. Using advanced text analytics we extract and code the variables in our model from the reviews and the managerial responses to these reviews in Tripadvisor.com.
Recommended Citation
Deng, Chaoqun and Ravichandran, T., "Managerial Response to Online Compliments: Helpful or Harmful?" (2016). ICIS 2016 Proceedings. 11.
https://aisel.aisnet.org/icis2016/SocialMedia/Presentations/11
Managerial Response to Online Compliments: Helpful or Harmful?
There is limited systematic research on managerial response strategies to online consumer compliments and positive e-WOM. In this paper, we synthesize altruism theory, social exchange theory and psychological reactance theory to develop our theoretical model that explores the mechanism through which online consumer compliments influence consumer attitudes and the mechanisms through which managerial responses can alter these influences. We test our model using data from TripAdvisor.com—a leading travel review platform. Using advanced text analytics we extract and code the variables in our model from the reviews and the managerial responses to these reviews in Tripadvisor.com.