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Leveraging User-Generated Content for Product Promotion: The Effects of Firm-Highlighted Reviews

Author

Listed:
  • Cheng Yi

    (Department of Management Science and Engineering, School of Economics and Management, Tsinghua University, Beijing 100084, China, Institute of Internet Industry, Tsinghua University, Beijing 100084, China)

  • Zhenhui (Jack) Jiang

    (Department of Information Systems and Analytics, School of Computing, National University of Singapore, Singapore 117418, Faculty of Business and Economics, The University of Hong Kong, Hong Kong)

  • Xiuping Li

    (NUS Business School, National University of Singapore, Singapore 119245)

  • Xianghua Lu

    (School of Management, Fudan University, Shanghai 200433, China)

Abstract

User-generated content (UGC) is increasingly used in the marketing communication mix for promoting products. This research investigates how firms can actively manage consumer-generated reviews in the form of highlighting authentic reviews at firms’ discretion. Whereas highlighting a positive review is expected to lead to positive product evaluations, this practice may elicit consumers’ skepticism if consumers are explicitly informed of the promotional intent of the firm. In three studies, we examine the effect of presenting a firm-highlighted review on consumers’ consumption intention and behavior. Our findings confirm that highlighting a positive consumer review can effectively attract consumers’ attention to this review. However, the heightened attention does not always lead to higher consumption likelihood. In particular, the extremity of a highlighted review will interact with the variance of the review context as well as the reputation of the firm being reviewed to determine the effect of the firm-highlighting practice on consumers’ consumption behavior. When other reviews convey mixed opinions or when the firm has not established a strong reputation, highlighting a positive but less extreme review may effectively improve the likelihood of consumption, but highlighting a review that is extremely positive will not.

Suggested Citation

  • Cheng Yi & Zhenhui (Jack) Jiang & Xiuping Li & Xianghua Lu, 2019. "Leveraging User-Generated Content for Product Promotion: The Effects of Firm-Highlighted Reviews," Information Systems Research, INFORMS, vol. 30(3), pages 711-725, September.
    • Handle: RePEc:inm:orisre:v:30:y:2019:i:3:p:711-725
    DOI: 10.1287/isre.2018.0807
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    References listed on IDEAS

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    2. Hong, Ming & Wang, Heyong, 2021. "Research on customer opinion summarization using topic mining and deep neural network," Mathematics and Computers in Simulation (MATCOM), Elsevier, vol. 185(C), pages 88-114.
    3. Wu, Xiaoyue & Jin, Liyin & Xu, Qian, 2021. "Expertise Makes Perfect: How the Variance of a Reviewer's Historical Ratings Influences the Persuasiveness of Online Reviews," Journal of Retailing, Elsevier, vol. 97(2), pages 238-250.

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