The Effect of Electronic Word-of-Mouth (eWOM) on Consumer Ratings in the Digital Era

Alexander Weise, Saulo Dubard-Barbosa, Luis F. Martinez and Omid Asgari
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Alexander Weise: Universidade Nova de Lisboa (Portugal, Lisbon) - NOVA
Saulo Dubard-Barbosa: EM - EMLyon Business School
Luis F. Martinez: Universidade Nova de Lisboa (Portugal, Lisbon) - NOVA
Omid Asgari: Universidade Nova de Lisboa (Portugal, Lisbon) - NOVA

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Abstract: Electronic word-of-mouth (eWOM) in reviews and ratings has taken a substantial role in the consumer decision-making process. It has gained popularity amongst marketers and consumers, while both parties look for the highest rating. Multiple studies have comprehensively analyzed eWOM as a purchase decision driver and, ultimately, its impact on sales. However, little is known about the rating drivers. Hence, this study aims to apply the theory of social conformity as a form of majority influence towards ratings and reviews. A survey with 198 participants analyzed positive and negative rating influence towards rating outcome, emotional impact, and strength of conformity. Descriptive statistics and regression analyses support the theory and show that it holds especially within ambiguous situations. As informational conformity was found to significantly impact rating outcomes and emotional perception, several strategies to target this bias on rating platforms and a different approach to rating assessments based on emotions are proposed.

Keywords: eWOM (electronic word-of-mouth); Rating bias; Consumer reviews; Consumer decision-making process; Social conformity (search for similar items in EconPapers)
Date: 2022-06-29
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Published in Digital Marketing & eCommerce Conference 3rd, Jun 2022, Barcelona, Spain. ⟨10.1007/978-3-031-05728-1_28⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05644506

DOI: 10.1007/978-3-031-05728-1_28

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