Publication
Title
Balance and sequence in online reviews : how perceived usefulness affects attitudes and intentions
Author
Abstract
This paper is the first study that investigates the impact of balance (the ratio of positive and negative reviews) and sequence (the order in which the reviews are presented) of a set of online reviews on the perceived usefulness of these reviews (objective 1). As a second objective, our study attempts to provide more understanding in the gatekeeping role of the perceived usefulness. The results do not only evidence that review balance matters, but also reveal that review sequence has an important effect on the perceived usefulness of a set of reviews. The crucial role of perceived usefulness is demonstrated in that only when reviews are perceived as relatively useful, recall of positive and negative review information affects attitude and intention formation through the impression it creates about the object.
Language
English
Source (journal)
Journal of interactive marketing. - New York
Publication
New York : 2012
ISSN
1094-9968
Volume/pages
26:4(2012), p. 244-255
ISI
000309083700006
Full text (Publisher's DOI)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 04.07.2012
Last edited 26.06.2017
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