Leveraging User-Generated Content for Product Promotion: The Effects of Firm-Highlighted Reviews

Cheng Yi (), Zhenhui (Jack) Jiang (), Xiuping Li () and Xianghua Lu ()
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Cheng Yi: Department of Management Science and Engineering, School of Economics and Management, Tsinghua University, Beijing 100084, China, Institute of Internet Industry, Tsinghua University, Beijing 100084, China
Zhenhui (Jack) Jiang: Department of Information Systems and Analytics, School of Computing, National University of Singapore, Singapore 117418, Faculty of Business and Economics, The University of Hong Kong, Hong Kong
Xiuping Li: NUS Business School, National University of Singapore, Singapore 119245
Xianghua Lu: School of Management, Fudan University, Shanghai 200433, China

Information Systems Research, 2019, vol. 30, issue 3, 711-725

Abstract: User-generated content (UGC) is increasingly used in the marketing communication mix for promoting products. This research investigates how firms can actively manage consumer-generated reviews in the form of highlighting authentic reviews at firms’ discretion. Whereas highlighting a positive review is expected to lead to positive product evaluations, this practice may elicit consumers’ skepticism if consumers are explicitly informed of the promotional intent of the firm. In three studies, we examine the effect of presenting a firm-highlighted review on consumers’ consumption intention and behavior. Our findings confirm that highlighting a positive consumer review can effectively attract consumers’ attention to this review. However, the heightened attention does not always lead to higher consumption likelihood. In particular, the extremity of a highlighted review will interact with the variance of the review context as well as the reputation of the firm being reviewed to determine the effect of the firm-highlighting practice on consumers’ consumption behavior. When other reviews convey mixed opinions or when the firm has not established a strong reputation, highlighting a positive but less extreme review may effectively improve the likelihood of consumption, but highlighting a review that is extremely positive will not.

Keywords: user-generated content (UGC); firm-highlighted review; salience effect; skepticism; review variance; rating extremity; firm reputation (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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