Estimating the Effect of Social Influence on Subsequent Reviews

Saram Han () and Chris K. Anderson
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Saram Han: Cornell University
Chris K. Anderson: Cornell University

A chapter in Advances in Service Science, 2019, pp 231-238 from Springer

Abstract: Abstract This study proposes an effective way of using retailer-prompted review data from TripAdvisor to measure the social network effect in self-motivated online reviews by overcoming the reflection problem. After applying the network effect model, we find that self-motivated review ratings are positively associated with previous corresponding peer reviews. We further show that the size of this peer effect attenuates as the peer reviews are located further away from the first page. This study suggests that reviewer ratings are more strongly influenced by peer ratings located on the visible page.

Keywords: Peer effect; eWOM on-line review (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-04726-9_23

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DOI: 10.1007/978-3-030-04726-9_23

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