Purpose This study aims to compare online review characteristics, review length and review sentiment score between “organic” and “regular” food products. In addition, variations in the consumer sentiment scores across the review lengths are studied. Design/methodology/approach This study fits into the descriptive research design. From Amazon’s website, the consumer product reviews are scrapped. Using the text analytical package “sentiment” in R-Studio, we computed the sentiment scores and counted the number of words in each review. The mean sentiment scores and mean review length are compared for regular and organic products using one-way ANOVA. Sentiment score variation across review length and product class is studied through factorial ANOVA. Sample reviews of ghee and honey are used to test the hypotheses. Findings The review length shows a significant difference between the regular and organic products. The mean number of words in the regular products reviews is significantly lower than the mean number of words in the organic product reviews. The regular products’ mean sentiment score is significantly lower than the mean sentiment score of organic products. The mean sentiment scores are not consistent between ghee and honey. Sentiment scores are better for organic honey and regular ghee products. For regular ghee products, longer reviews result in lower sentiment scores. For regular and organic versions of honey, longer reviews are associated with better sentiment scores. Research limitations/implications This study did not include the helpfulness of a review and the demographic data of the reviewers. Practical implications Sentiment scores’ variations across the regular and organic and product categories such as ghee and honey give a comprehensive feedback to the firms. It also indirectly communicates a brand’s evaluation by the consumers and the performance feedback for an upward extension like the organic category. Social implications Studies on organic category give feedback for environment-friendly products and consumer attitude shift towards safer products. Originality/value Very limited studies have reported the upward line extensions. The authors study the upward line extension organic and associated sentiment scores variation. The role of review length and its systematic influence on the sentiment scores, variations in the review due to the product nature (organic/regular) are unique contributions of this study.
This research focuses on identifying the relationship of task characteristics, task process and task structure with work and personal burnout of individuals working in a group. A sample comprising of Information Technology (IT) and Information Technology Enabled Services (ITES) professionals, working in group setting, were surveyed using a structured questionnaire measuring the constructs. A structural equation model was performed and fitness measures of the model confirm significant relationship among the task characteristics, process and structure with work and personal burnout. In particular, the study results suggest that the task characteristics affects work burnout rather than personal burnout, that task process explicate moderately both personal and work burnout and finally, task structure is strongly related to personal burnout relative to work burnout.
Celebrity endorsement is an age-old concept and several studies have attempted to bring out an array of perspectives about celebrity endorsement. An umpteen number of studies supported the huge money spent on celebrity endorsers. It is proved that a celebrity endorser has the power to influence the opinions, beliefs, attitudes and behaviour of the viewers. However, in the Indian context, in spite of huge industry presence, very limited effort had been made in the past to understand celebrity endorsements. This article aims to bring out the perceived differences in the endorser's credibility between South and North Indian film stars. The study results suggest that there are perceived differences among credibility dimensions between the film stars, with particular importance attached to the attractiveness and expertise dimensions. However, the trustworthiness dimension received the highest importance in credibility evaluations.
Purpose: The pandemic virus spread COVID19 drives the use of sanitizers and masks. To broaden the online review characteristics like review length, star rating and sentiment scores for the masks and sanitizers, the product reviews are analysed through text analytics procedures on the time stamp from March 2020 to June 2020. Design /methodology /approach: With a specific set of research variables and hypotheses, the study fits into a descriptive research design. From the online product reviews of masks and sanitizers, random reviews are collected. In addition to the star rating in the consumer reviews, we have computed review length and sentiment scores. The review characteristics like review length, star rating and the sentiment scores are analysed across the time intervals [Before March 2020, March/April 2020, May 2020 and June 2020]. Findings: From the masks and sanitizer data, we have found that the review lengths are varying significantly for masks on the time stamp. The star rating assigned and sentiment scores of the reviews have seen a decreasing trend in the timeline for the masks and sanitizer. Originality: Research work addressing the product categories like masks and sanitizersis a new study context. The star ratings and the sentiment scores from the online reviews of the consumers for the masks and sanitizers are unique contributions from this research work.
Purpose The star rating summarises the review content and conveys the message faster than other review components. Star ratings influence helpfulness of the reviews, and extreme reviews are considered as less helpful in the decision process. However, literature has rarely addressed variations in star ratings across product categories and variations between two online retailers. In this paper, the authors have compared the distribution of star ratings across 11 products and among the retailers. Design/methodology/approach Online reviews for 11 product categories have collected, and the authors compared the distribution of star ratings across 11 products and retailers. Correspondence analysis has been applied to show the association between star ratings and product categories for the e-retail firms. Findings The Amazon site contains proportionately more number of 1-star rated reviews than Flipkart. In Amazon reviews, few product categories are closely associated with 1-star and 2-star reviews, whereas no product categories are closely associated with 1-star and 2-star reviews in Flipkart reviews. The results indicate two distinct communication strategies followed by the firms in managing online consumer reviews. Research limitations/implications The authors did not analyse data across demographic details because of access restriction policies of the websites. Practical implications Understanding the distribution of review characteristics will improve the consumer’s decision-making ability and using online review content judiciously. Social implications This study’s results show significant insights on online retailing by providing cues in using shopping sites and online review characteristics of two prominent retailers. Originality/value This paper has brought out a distinct distribution pattern of online review between Amazon and Flipkart. Amazon allows a higher degree of negative contents, whereas Flipkart allows more number of positive reviews.
Brand loyalty and brand switching behaviour of the consumers are evergreen issues of research and strategic importance to the marketers and academic researchers. Due to the globalisation and privatisation, tremendous growth has been witnessed in the recent years and the market is flooded with MNC brands to Indian/private labels brands in all product categories, right from packaged atta/flour to mobile phones. The current research aims to address the significance of product attributes in brand switching behaviour through multi-dimensional scaling and results suggest that a set of product attributes trigger the intention to switch the current brand.
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