Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth

Lopez, Alberto; Guerra, Eva; González, Beatriz Payá; Madero, Sergio

doi:10.1057/s41270-020-00085-5

Cited by 20 publications

(9 citation statements)

References 69 publications

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“…For instance, Béal and Grégoire (2021) demonstrated that BP interacts with the type of humor that a brand uses in its response to public complaints on social media; affiliative humor is more effective for sincere brands, aggressive humor is more suitable for exciting brands in increasing consumers’ purchase intentions. Similarly, other studies have revealed interaction effects between BP and narrative voice (Chang et al., 2019), engagement initiative (Eigenraam et al., 2021), and consumer sentiment (Lopez et al., 2020).…”

Section: Review Findings (Tccm)mentioning

confidence: 71%

“…In terms of quantitative research, the trend in digital BP research to use computer‐assisted content analyses, sentiment analyses, and social media analytics (Hu et al., 2019; Lee et al., 2018; Lopez et al., 2020) is a best practice example for the new routes of inquiry that arise from technological innovations. Similar to modern psychology research that uses digital footprints to measure human personality (Hinds & Joinson, 2019; Montag & Elhai, 2019), future BP research may explore a variety of digital cues in visual or textual content to assess consumers’ BP perceptions.…”

Section: Future Research Agenda (Rq4)mentioning

confidence: 99%

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Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda

Ghorbani

Karampela²,

Tonner

2022

Int J Consumer Studies

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In a digital world, it is becoming increasingly important for marketing researchers and practitioners to understand how consumers attribute humanlike characteristics and personality traits to brands, as the brand's personality has a significant influence on consumers’ behavior and their brand relationships. However, despite a growth in research interest over the past two decades, the literature on consumers’ digital brand personality perceptions remains fragmented and dispersed across digital contexts. Thus, now is an opportune time to take stock of the field and build a knowledge foundation for future research to establish the domain of digital brand personality. To this end, this systematic literature review, based on the TCCM framework, identifies dominant theories, contexts, characteristics, and methodologies used to study consumers’ digital brand personality perceptions by systematically reviewing 107 peer‐reviewed journal articles published between 2005 and 2021. Using an in‐depth content analysis of the articles, this review integrates research findings from different digital contexts and provides a new conceptual framework of digital brand personality. The review concludes with a comprehensive research agenda that highlights the need to broaden the theoretical groundings of the field (theory); identifies numerous digital touchpoints and new technologies that remain underexplored (context); reveals inconsistencies and knowledge gaps regarding dimensions, antecedents, and consequences of digital brand personality (characteristics); and suggests diverse, digital‐based research approaches (methodology) to further advance the study of consumers’ digital brand personality perceptions.

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Section: Review Findings (Tccm)mentioning

confidence: 71%

Section: Future Research Agenda (Rq4)mentioning

confidence: 99%

Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda

Ghorbani

Karampela²,

Tonner

2022

Int J Consumer Studies

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“…In this research, we did not account for the sentiment of the review. Previous research has identified that the sentiments expressed in online comments play a major role in its effect (Lopez et al , 2020; Rambocas and Pacheco, 2018). Future research can explore how the sentiments expressed by consumers in their review influences objective perception and “word-of-click.”…”

Section: Discussionmentioning

confidence: 99%

Do sensory reviews make more sense? The mediation of objective perception in online review helpfulness

Lopez

Garza²

2021

JRIM

Self Cite

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PurposeDo consumers rate reviews describing other consumers' sensory experience of a product (touch, smell, sight, hear and taste) as helpful or do they rate reviews describing more practical properties (product performance and characteristics/features) as more helpful? What is the effect of review helpfulness on purchase intention? Furthermore, why do consumers perceive sensory and non-sensory reviews differently? This study answers these questions.Design/methodology/approachThe authors analyze 447,792 Amazon reviews and perform a topic modeling analysis to extract the main topics that consumers express in their reviews. Then, the topics were used as regressors to predict the number of consumers who found the review helpful. Finally, a lab experiment was conducted to replicate the results in a more controlled environment to test the serial mediation effect.FindingsContrary to the overwhelming evidence supporting the positive effects of sensory elicitation in marketing, this study shows that sensory reviews are less likely to be helpful than non-sensory reviews. Moreover, a key reason why sensory reviews are less effective is that they decrease the objective perception of the review, a less objective review then decreases the level of helpfulness, which decreases purchase intention.Originality/valueThis study contributes to the interactive marketing field by investigating customer behavior and interactivity in online shopping sites and to the sensory marketing literature by identifying a boundary condition, the authors’ data suggest that sensory elicitations might not be processed positively by consumers when they are not directly experienced, but instead communicated by another consumer. Moreover, this study indicates how companies can encourage consumers to share more effective and helpful reviews.

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“…In order to econometrically analyze online consumer reviews' impact on app downloads, we used sentiment analysis to generate statistical variables from text. This is a common method in online consumer review studies (Lopez et al 2020). Two such variables were generated: polarity (Av_Polarity) and subjectivity (Av_Subjectivity).…”

Section: Variables and Measurementmentioning

confidence: 99%

The combinatory role of online ratings and reviews in mobile app downloads: an empirical investigation of gaming and productivity apps from their initial app store launch

2022

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Mobile app ratings and reviews are important due to their influence on consumer behavior and the financial consequences for app developers and app platform providers. This paper contributes to prior work by analyzing how rating and review information in combination impact mobile app downloads. To achieve these ends, we utilize daily panel data of 341 gaming (hedonic consumption value-oriented) and productivity (utilitarian consumption value-oriented) apps tracked for almost two years from their release in the Apple App Store. Hence, we contribute to how ratings and reviews matter for the larger majority of apps, whereas previous research has mainly focused on either ratings’ or reviews’ impact on app performance for top-ranked apps. Results of fixed-effects regression analysis reveal different combinatory impacts of text review information (polarity, subjectivity, and review length) and rating information (average rating score, volume of ratings, and dispersion of ratings) on gaming versus productivity app downloads. Important implications of the findings for app developers and platform providers, and for future research into online ratings and reviews, are discussed.

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Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth

Cited by 20 publications

References 69 publications

Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda

Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda

Do sensory reviews make more sense? The mediation of objective perception in online review helpfulness

The combinatory role of online ratings and reviews in mobile app downloads: an empirical investigation of gaming and productivity apps from their initial app store launch

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