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Does Gender Matter for eWOM Evaluation? A Cross-Cultural Analysis

Author

Listed:
  • Linghui Tang
  • Matthew Greenblatt
  • Andrew Guo

Abstract

We used online customer reviews of smartphones from eight countries to explore the gender effects on the evaluation of electronic word of mouths (eWOMs). We found that male eWOMs valence had a more significant impact on the market shares of smartphones than female and anonymous eWOM valence, but the impact of female eWOM valence increased with the level of gender equality. To minimize gender stereotypes in eWOM evaluation, we recommend online review platforms remove the option of anonymity and replace it with gender-neutral user IDs.

Suggested Citation

  • Linghui Tang & Matthew Greenblatt & Andrew Guo, 2023. "Does Gender Matter for eWOM Evaluation? A Cross-Cultural Analysis," International Business Research, Canadian Center of Science and Education, vol. 16(6), pages 1-37, June.
    • Handle: RePEc:ibn:ibrjnl:v:16:y:2023:i:6:p:37
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    References listed on IDEAS

    as
    1. Chris Forman & Anindya Ghose & Batia Wiesenfeld, 2008. "Examining the Relationship Between Reviews and Sales: The Role of Reviewer Identity Disclosure in Electronic Markets," Information Systems Research, INFORMS, vol. 19(3), pages 291-313, September.
    2. Daniel Kahneman, 2003. "Maps of Bounded Rationality: Psychology for Behavioral Economics," American Economic Review, American Economic Association, vol. 93(5), pages 1449-1475, December.
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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