Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects of One-Sided vs. Two-Sided Review Valence on Electronic Word of Mouth (e-WOM): The Moderating Role of Sponsorship Presence

  • Park, Jihye (College of Business Administration, Seoul National University) ;
  • Yi, Youjae (College of Business Administration, Seoul National University) ;
  • Kang, Dawon (College of Business Administration, Seoul National University)
  • Received : 2019.03.06
  • Accepted : 2019.07.10
  • Published : 2019.07.31
Download PDF
⟨ Previous Next ⟩

Abstract

Prior studies on the effects of online consumer reviews have mainly focused on review valence, but little research has investigated how two-sided (both positive and negative) and one-sided (only positive) reviews influence consumers' response to online review. In addition, little attention has been paid to how sponsorship presence (firm-sponsored reviews vs. consumer-voluntary reviews) influences individuals' attitude toward online review. Unlike consumer-voluntary reviews without any monetary incentive, firm-sponsored reviews include messages about brands providing monetary compensation. This study examines whether review valence (two-sidedness vs. one-sidedness) influences attitude toward online review via its influence on review credibility. Further, this study examines whether sponsorship presence affects when review valence influences attitude toward review. Thus, this research investigates the effect of review valence on attitude toward review and the moderating role of sponsorship presence in the relationship between review valence and attitude toward review. The first experiment reveals that attitude toward review is more favorable when the review is two-sided (vs. one-sided). The second study demonstrates that differences between the two-sided and the one-sided review occur only for firm-sponsored reviews, not for consumer-voluntary reviews. The theoretical and practical implications are also discussed.

Keywords

Acknowledgement

This research was supported by the Institute of Management Research, Seoul National University.

References

  1. Appelman, A., & Sundar, S. S. (2015). Measuring Message Credibility Construction and Validation of an Exclusive Scale. Journalism & Mass Communication Quarterly, 93(1), 59-79.
  2. Chatterjee, P. (2001). Online Reviews: Do Consumers Use Them? Advances in Consumer Research, 28, 129-133.
  3. Chen, P. Y., Wu, S. Y., & Yoon, J. (2004). The Impact of Online Recommendations and Consumer Feedback on Sales. Proceedings of International Conference on Information Systems (ICIS), 711-724.
  4. Chen, Y., & Xie, J. (2008). Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix. Management Science, 54(3), 477-491.
  5. Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of Electronic Wordof-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations. International Journal of Electronic Commerce, 13(4), 9-38.
  6. Clemons, E., Gao, G., & Hitt, L. (2006). When Online Reviews Meet Hyper-differentiation: A Study of the Craft Beer Industry. Journal of Management Information Systems, 23(2), 149-171.
  7. Crowley, A. E., & Hoyer, W. D. (1994). An Integrative Framework for Understanding Two-sided Persuasion. Journal of Consumer Research, 20(4), 561-574.
  8. Doh, S. J., & Hwang, J. S. (2009). How Consumers Evaluate eWOM (Electronic Word-of-Mouth) Messages. Cyber Psychology & Behavior, 12(2), 193-197.
  9. Duan, W., Gu, B., & Whinston, A. B. (2008). Do Online Reviews Matter? An Empirical Investigation of Panel Data. Decision Support Systems, 45(4), 1007-1016.
  10. Dwyer, P. (2007) Measuring the Value of Electronic Word of Mouth and Its Impact in Consumer Communities. Journal of Interactive Marketing, 21(2), 63-79.
  11. Floyd, K., Freling, R., Alhoqail, S., Cho, H. Y., & Freling, T. (2014). How Online Product Reviews Affect Retail Sales: A Metaanalysis. Journal of Retailing, 90(2), 217-232.
  12. Forrest, E., & Cao, Y. (2010). Opinions, Recommendations and Endorsements: The New Regulatory Framework for Social Media. Journal of Business and Policy Research, 5(2), 88-99.
  13. Gershoff, A. D. et al. (2003). Consumer Acceptance of Online Agent Advice: Extremity and Positivity Effects. Journal of Consumer Psychology, 13(1-2), 161-170.
  14. Golden, L. L., & Alpert, M. I. (1987). Comparative Analysis of the Relative Effectiveness of One-and Two-sided Communication for Contrasting Products. Journal of Advertising, 16(1), 18-25+68.
  15. Granitz, N. A. & Ward, J. C. (1996). Virtual Community: A Sociocognitive Analysis. Advances in Consumer Research, 23, 163-166.
  16. Hayes, A. F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-based Approach. New York: Guilford Publications.
  17. Herr, P. M., Kardes, F. R., & Kim, J. (1991). Article Navigation Effects of Word-ofMouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 17(4), 454-462.
  18. Ho-Dac, N. N., Carson, S. J., & Moore, W. L. (2013). The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter? Journal of Marketing, 77(6), 37-53.
  19. Hung, K.H. & Li, S.Y. (2007). The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes. Journal of Advertising Research, 47(4), 485-495.
  20. Klein, L. R., & Ford, G. T. (2003). Consumer Search for Information in the Digital Age: An Empirical Study of Pre-purchase Search for Automobiles. Journal of Interactive Marketing, 17(3), 29-49.
  21. Lee, J., Park, D.-H., & Han, I. (2008). The Effect of Negative Online Consumer Reviews on Product Attitude: an Information Processing View. Electronic Commerce Research and Applications, 7(3), 341-352.
  22. Lee, K. T., & Koo, D. M. (2012). Effects of Attribute and Valence of e-WOM on Message Adoption: Moderating Roles of Subjective Knowledge and Regulatory Focus. Computers in Human Behavior, 28(5), 1974-1984.
  23. Lee, M., Rodgers, S., & Kim, M. (2009). Effects of Valence and Extremity of eWOM on Attitude toward the Brand and Website. Journal of Current Issues and Research in Advertising, 31(2), 1-11.
  24. Lu, L. C., Chang, W. P., & Chang, H. H. (2014). Consumer Attitudes toward Blogger's Sponsored Recommendations and Purchase Intention: The Effect of Sponsorship Type, Product Type, and Brand Awareness. Computers in Human Behavior, 34, 258-266.
  25. Mutum, D., & Wang, Q. (2010). Consumer Generated Advertising in Blogs, in Eastin, M., Daugherty, T., & Burns, N. (Eds.), Handbook of Research on Digital Media and Advertising: User Generated Content Consumption, 248-261.
  26. Nabi, R. L., & Hendrinks, A. (2003). The Persuasive Effect of Host and Audience Reaction Shots in Television Talk Shows. Journal of Communication, 53(3), 527-543.
  27. Park, D. H., & Lee, J. (2007). Information Direction, Website Reputation and eWOM Effect: A Moderating Role of Product Type. Journal of Business Research, 62(1), 61-67.
  28. Park, D. H., & Lee, J. (2008). eWOM Overload and its Effect on Consumer Behavioral Intention Depending on Consumer Involvement. Electronic Commerce Research and Applications, 7(4), 386-398.
  29. Pechmann, C. (1992). Predicting When Twosided Ads Will be More Effective than One-sided Ads: The Role of Correlational and Correspondent Inferences. Journal of Marketing Research, 29(4), 441-453.
  30. Petty, R. D., & Andrews, J. C. (2008). Covert Marketing Unmasked: A Legal and Regulatory Guide for Practices that Mask Marketing Messages. Journal of Public Policy & Marketing, 27(1), 7-18.
  31. Phelps, J.E., Lewis, R., Mobilio, L., Perry, D. & Raman, N. (2004). Viral Marketing or Electronic Word-of-mouth Advertising: Examining Consumer Responses and Motivations to Pass along Email. Journal of Advertising Research, 44(4), 333-348.
  32. Ratchford, B. T., Lee, M. S., & Talukdar, D. (2003). The Impact of the Internet on the Search for Automobiles. Journal of Marketing Research, 40(2), 193-209.
  33. Rotfeld, H. J. (2008). The Stealth Influence of Covert Marketing and Much Ado about What May be Nothing. Journal of Public Policy & Marketing, 27(1), 63-68.
  34. Schindler, R. M., & Bickart. B (2005). Published Word of Mouth: Referable, ConsumerGenerated Information on the Internet, in Haugtvedt, C.P., Machleit, K.A. & Yalch, R.F. (Eds), Online Consumer Psychology: Understanding and Influencing Behavior in the Virtual World, 35-61.
  35. Skowronski, J. J., & Carlston, D. E. (1989). Negativity and Extremity Biases in Impression Formation: A review of explanations. Psychological Bulletin, 105(1), 131-142.
  36. Thorson, K.S. & Rodgers, S. (2006) Relationships between Blogs as eWOM and Interactivity, Perceived Interactivity, and Parasocial Interaction. Journal of Interactive Advertising, 6(2), 5-44.
  37. Wathen, C. N., & Burkell, J. (2002). Believe It or Not: Factors Influencing Credibility on the Web. Journal of the American Society for Information Science and Technology, 53(2), 134-144.
  38. Xue, F., & Zhou, P. (2010). The Effects of Product Involvement and Prior Experience on Chinese Consumers' Responses to Online Word of Mouth. Journal of International Consumer Marketing, 23(1), 45-58.
  39. Yang, J., & Mai, E. (2010). Experiential Goods with Network Externalities Effects: An Empirical Study of Online Rating System. Journal of Business Research, 63(9/10), 1050-1057.
  40. Yoon, S., & Kim, J. (2001). Is the Internet More Effective than Traditional Media? Factors Affecting the Choice of Media. Journal of Advertising Research, 41(6), 53-60.
  41. Zhang, W., & Watts, S. A. (2008). Capitalizing on Content: Information Adoption in Two Online communities. Journal of the Association for Information Systems, 9(2), 73-94.
  42. Zhu, J. Y., & Tan, B. C. (2007). Effectiveness of Blog Advertising: Impact of Communicator Expertise, Advertising Intent, and Product Involvement. Proceedings of International Conference on Information Systems (ICIS), 1-19.