Beyond words: unveiling the implications of blank reviews in online rating systems

Juan Pedro Mellinas () and Veronica Leoni ()
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Juan Pedro Mellinas: Universidad de Murcia
Veronica Leoni: University of the Balearic Islands

Information Technology & Tourism, 2025, vol. 27, issue 1, No 8, 263-284

Abstract: Abstract This study analyzes how review length relates to numerical scores on online platforms, conducting separate analyses for positive and negative comments and accounting for non-linearities in the relationship. Moreover, we consider the role played by blank reviews, i.e. those ratings without textual content, a topic that has been largely overlooked in previous works. Our findings suggest that blank reviews are positively correlated with higher scores, which has important implications for the ordering of reviews on online platforms. We propose that these results can be explained by social exchange theory, which suggests that less strict review policies could increase engagement and lead to a more balanced evaluation of establishments. This could offset the tendency of dissatisfied guests to disproportionately report negative experiences. Future studies should compare the composition of guest reviews on platforms adopting differing review policies.

Keywords: Online reviews; Textual length; Blank reviews; Review ordering; Social exchange theory; D12; D83; L15; Z32 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s40558-024-00300-4

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