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What moderates the influence of extremely negative ratings? The role of review and reviewer characteristics

Lookup NU author(s): Professor Raffaele Filieri



This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


Online customer reviews are increasingly used by travelers to inform their purchase decisions. However, the vast amount of reviews available nowadays may increase travellers’ effort in information processing. In order to facilitate traveller’s decisions, social commerce organizations must help travellers rapidly identify the most helpful reviews to reduce their cognitive effort. Academic literature has often documented that negative reviews are judged as helpful by consumers. However, extremely negative reviews are not always perceived as such. This study is the first that unveils what factors moderate the influence of extremely negative reviews on review helpfulness. The study has adopted a sample of 7455 online customer reviews of hotels to test hypotheses. Findings show that reviews with extremely negative ratings are more likely to be helpful when the review is long and easy to read and when the reviewer is an expert or discloses his identity (i.e. geographical origin).

Publication metadata

Author(s): Filieri R, Raguseo E, Vitari C

Publication type: Article

Publication status: Published

Journal: International Journal of Hospitality Management

Year: 2019

Volume: 77

Pages: 333-341

Print publication date: 01/01/2019

Online publication date: 25/08/2018

Acceptance date: 26/07/2018

Date deposited: 08/10/2018

ISSN (print): 0278-4319

ISSN (electronic): 1873-4693

Publisher: Elsevier


DOI: 10.1016/j.ijhm.2018.07.013


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