IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04713693.html
   My bibliography  Save this paper

The role of cultural values in consumers' evaluation of online review helpfulness: a big data approach

Author

Listed:
  • R. Filieri

    (Audencia Business School)

  • M. Mariani

Abstract

Purpose Online consumer reviews are increasingly used by third-party e-commerce organizations to shed light on the positive and negative sides of the brands they sell. However, the large number of consumer reviews requires these organizations to shortlist the most helpful ones to cope with information overload. A growing number of scholars have been investigating the determinants of review helpfulness; however, little is known about the influence of cultural factors in consumer's evaluation of review helpfulness. Design/methodology/approach This study has adopted Hofstede's cultural values framework to assess the influence of cultural factors on review helpfulness. We used a sample of 570,669 reviews of 851 hotels published by reviewers from 81 countries on Booking.com. Findings Findings reveal that reviewers from cultural contexts that score high on power distance, individualism, masculinity, uncertainty avoidance and indulgence are more likely to write helpful reviews. Originality/value This is one of the first cross-cultural studies in marketing using a big data approach in examining how users of reviews from different countries evaluate the helpfulness of online reviews.

Suggested Citation

  • R. Filieri & M. Mariani, 2021. "The role of cultural values in consumers' evaluation of online review helpfulness: a big data approach," Post-Print hal-04713693, HAL.
    • Handle: RePEc:hal:journl:hal-04713693
    DOI: https://doi.org/10.1108/IMR-07-2020-0172
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04713693. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.