Exploring effects of source similarity, message valence, and receiver regulatory focus on yelp review persuasiveness and purchase intentions

Abstract

This study is among the first to investigate the impact of message, source, and receiver characteristics on user attitudes toward Yelp reviews, with the subsequent impact of these attitudinal evaluations on review persuasiveness. Specifically, it examines the roles of review valence (positive/negative) and sidedness (one-sided/two-sided), as well as perceived similarity with the reviewer, on user perceptions of helpfulness, trustworthiness, and credibility of the review. The study also tests moderating effects of perceived source similarity and user regulatory focus on the relationships among message characteristics, attitudinal variables, and purchase intentions. Our results disconfirm the negativity bias reported in previous studies and indicate that positive reviews are perceived as more trustworthy, credible, and helpful than negative or two-sided reviews. Review helpfulness and credibility, in turn, positively impacts its persuasiveness, with regulatory focus playing a complex nuanced role in the persuasiveness – behavioral intentions relationship. Based on the findings, future research avenues and managerial implications are proposed.

Keywords::

• word-of-mouth communications
• Yelp customer reviews
• source similarity
• message persuasiveness

Notes

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Additional information

Notes on contributors

Iryna Pentina

Dr. Iryna Pentina is Associate Professor at the University of Toledo. Her research interests include social and interactive marketing, internet retailing, and virtual communities. She has published papers in the European Journal of Marketing, Journal of Retailing, International Journal of Electronic Commerce, Cyberpsychology, Behavior and Social Networking, Journal of Electronic Commerce Research, and others.

Ainsworth Anthony Bailey

Ainsworth A. Bailey (PhD, University of Iowa) is an Associate Professor in the Department of Marketing and International Business at the University of Toledo. He conducts research on source effects in consumer decision-making and use of celebrities in advertising. Recent research has also focused on retail theft and nonfulfillment of promotional offers. Dr. Bailey serves on the Editorial Board of Psychology & Marketing.

Lixuan Zhang

Lixuan Zhang is a Visiting Professor at the Weber State University. Her research interests include social media, end user privacy and security and Interface design. She has published papers in International Journal of Electronic Commerce, Cornell Hospitality Quarterly, Computers in Human Behavior, CyberPsychology, Behavior and Social Networking, and many other journals.