Segmentation and Ranking of Online Reviewer Community: The Role of Reviewers' Frequency, Helpfulness, and Recency

Aakash Aakash and Ajay Jaiswal
Additional contact information
Aakash Aakash: Department of Operational Research, University of Delhi, India
Ajay Jaiswal: Shaheed Sukhdev College of Business Studies, India

International Journal of E-Adoption (IJEA), 2020, vol. 12, issue 1, 63-83

Abstract: Online reviewer societies flourish on contributions from different reviewers, who display a wavering engagement behavior. Effort has been made in the e-marketing literature for segmenting individuals with the help of their engagement behavior. In this study, the authors segment the reviewers of a popular travel website (TripAdvisor) through k-means clustering based on three dimensions (F-frequency, H-helpfulness, R-recency), resulting in four different reviewer segments-valuable, trustworthy, new and valueless. The authors calculate the reviewer value using fuzzy AHP and then rank the reviewer segment accordingly. The authors find that the valuable reviewers, who post eWOM regularly and get greater helpful votes by eWOM readers, are the most important. Surprisingly, the trustworthy, who also get more helpful votes with higher eWOM volume, but not posting any review recently, are the second most important. This research is a novel effort on reviewer segmentation and gives valuable insights to e-marketers.

Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 4018/IJEA.2020010106 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jea000:v:12:y:2020:i:1:p:63-83

Access Statistics for this article

International Journal of E-Adoption (IJEA) is currently edited by Hayden Wimmer

More articles in International Journal of E-Adoption (IJEA) from IGI Global
Bibliographic data for series maintained by Journal Editor ().