Deploying big data analytical techniques to retrieve and analyze a large volume of more than 2.7 million online consumer reviews (OCRs), this work sheds light on how mobile devices used by consumers to post online reviews influence their satisfaction with services. More specifically, we conduct a multi-platform study of TripAdvisor.com and Booking.com OCRs pertaining to hotel services across eight leading tourism destination cities in the American and European continents over the period 2017–2018. By adopting multivariate regression analyses, we show that OCR ratings are positively influenced by the use of mobile devices on Booking.com. The opposite effect is observed on TripAdvisor. These asymmetric effects can be explained in light of different online review policies across the platforms analyzed. Theoretical and managerial contributions and implications for digital platforms, big data analytics, electronic word of mouth, and marketing research are examined.
Do submission devices influence online review ratings differently across different types of platforms? A big data analysis / Mariani M.M.; Borghi M.; Laker B.. - In: TECHNOLOGICAL FORECASTING AND SOCIAL CHANGE. - ISSN 0040-1625. - ELETTRONICO. - 189:(2023), pp. 122296.1-122296.12. [10.1016/j.techfore.2022.122296]
Do submission devices influence online review ratings differently across different types of platforms? A big data analysis
Mariani M. M.
Primo
;
2023
Abstract
Deploying big data analytical techniques to retrieve and analyze a large volume of more than 2.7 million online consumer reviews (OCRs), this work sheds light on how mobile devices used by consumers to post online reviews influence their satisfaction with services. More specifically, we conduct a multi-platform study of TripAdvisor.com and Booking.com OCRs pertaining to hotel services across eight leading tourism destination cities in the American and European continents over the period 2017–2018. By adopting multivariate regression analyses, we show that OCR ratings are positively influenced by the use of mobile devices on Booking.com. The opposite effect is observed on TripAdvisor. These asymmetric effects can be explained in light of different online review policies across the platforms analyzed. Theoretical and managerial contributions and implications for digital platforms, big data analytics, electronic word of mouth, and marketing research are examined.| File | Dimensione | Formato | |
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