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The importance of functional and emotional content in online consumer reviews for product sales: Evidence from the mobile gaming market

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  • Jang, Seongsoo
  • Chung, Jaihak
  • Rao, Vithala R.

Abstract

Prior research on online consumer reviews (OCRs) has focused more on the volume and valence of all OCRs as a whole and less on their individual contents. This paper investigates the importance of multidimensional OCR contents, in terms of functional and emotional dimensions, in online marketing. Utilizing a rich dataset of four million online postings and weekly sales for 342 mobile games, this study identifies subcategories of functional OCRs – product quality, product innovativeness, price acceptability, and product ease-of-use – and emotional OCRs – anger, fear, shame, love, contentment, and happiness. The results show that the volume of product quality and ease-of-use OCRs drives more sales than the valence, while the valence of product innovativeness and price OCRs outperforms the volume. Furthermore, both negative and positive emotion-related OCRs moderate the relationship between functional OCRs and product sales. This study offers guidance to firms in managing specific OCR content for superior marketing outcomes.

Suggested Citation

  • Jang, Seongsoo & Chung, Jaihak & Rao, Vithala R., 2021. "The importance of functional and emotional content in online consumer reviews for product sales: Evidence from the mobile gaming market," Journal of Business Research, Elsevier, vol. 130(C), pages 583-593.
    • Handle: RePEc:eee:jbrese:v:130:y:2021:i:c:p:583-593
    DOI: 10.1016/j.jbusres.2019.09.027
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