Enhancing the impact of online hotel reviews through the use of emoticons

Emmanouela E. Manganari and Efthalia Dimara

Behaviour and Information Technology, 2017, vol. 36, issue 7, 674-686

Abstract: Online consumer reviews (OCRs) have received increasing scrutiny in recent years. The present study focuses on the effect of OCRs on consumers’ perceptions and attitudes, when pictorial representation of consumer emotions is used in online hotel reviews. A 2 × 2 experimental study is designed to examine the effect of two independent variables: review valence (positive vs. negative) and emoticons use (no emoticons vs. emoticons). Research findings show that positive OCRs result in more positive attitude and higher booking intention. Interestingly, the presence of emoticons in negative reviews strengthens the review credibility and usefulness, but attenuates consumers’ attitude towards the hotel and their booking intention. Managerial implications and research opportunities are discussed.

Date: 2017
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1080/0144929X.2016.1275807 (text/html)
Access to full text is restricted to subscribers.

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:taf:tbitxx:v:36:y:2017:i:7:p:674-686

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/tbit20

DOI: 10.1080/0144929X.2016.1275807

Access Statistics for this article

Behaviour and Information Technology is currently edited by Dr Panos P Markopoulos

More articles in Behaviour and Information Technology from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().