Evaluating key antecedents and consequences of the perceived helpfulness of online consumer reviews: A South African study

Moloi, Molise; Quaye, Emmanuel Silva; Saini, Yvonne

doi:10.1016/j.elerap.2022.101172

Cited by 14 publications

(8 citation statements)

References 70 publications

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“…For celebrity influencer credibility, a four-item scale was adapted from past studies (Martins et al , 2019; Ohanian, 1990) and celebrity influencer attractiveness used six-item scales adapted respectively from past studies (Calvo-Porral et al , 2021; Ohanian, 1990). Online customer reviews used a five-item scale measure adopted from Moloi et al (2022), and attitude used four-item scales adjusted from Low et al (2005). As for brand loyalty, a four-item measure scale was taken from Fullerton (2005); brand awareness used three item scales adopted from Netemeyer et al (2004).…”

Section: Methodsmentioning

confidence: 99%

“…The effect of eWOM on customer purchase decisions has been empirically established in prior studies (Boateng, 2021). More precisely, consumer attitudes and behaviour towards a purchasing decision are greatly influenced by online reviews of goods and services (Moloi et al, 2022;Siddiqi et al, 2020). According to published research, consumers seek evaluations for a variety of reasons (Maslowska et al, 2017).…”

Section: 33mentioning

confidence: 99%

“…Online customer reviews used a five-item scale measure adopted from Moloi et al (2022), and attitude used four-item scales adjusted from Low et al (2005). As for brand loyalty, a four-item measure scale was taken from Fullerton (2005); brand awareness used three item scales adopted from Netemeyer et al (2004).…”

Section: Data Collection and Sample Characteristicsmentioning

confidence: 99%

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The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions

Macheka,

Quaye,

Ligaraba

2023

Self Cite

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Purpose Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products. Design/methodology/approach To validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28. Findings The obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products. Practical implications Given that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers. Originality/value This research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.

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Section: Methodsmentioning

confidence: 99%

Section: 33mentioning

confidence: 99%

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The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions

Macheka,

Quaye,

Ligaraba

2023

Self Cite

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“…Existing studies demonstrate that the perceived helpfulness of reviews positively relates to product responses, such as enhancing brand attitudes and behavior outcomes (e.g. Filieri et al , 2018; Ghosh, 2018; Grewal and Stephen, 2019; Moloi et al , 2022).…”

Section: Hypotheses Developmentmentioning

confidence: 99%

Can mental imagery enhance review helpfulness and product evaluation? The role of contextual background and mental simulation

Jeong

Yeu

2023

JRIM

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PurposeDespite the growing importance of visual information, user-generated photos in product reviews have received relatively little attention. We investigate whether the contextual background of a product image can influence consumers' perceptions of review helpfulness and product evaluation.Design/methodology/approachOnline experiments were conducted using a scenario technique. A single factor (contextual background: low vs. high) between-subjects design was conducted in Study 1. A 2 (contextual background: low vs. high) × 2 (mental simulation: outcome vs. process) between-subjects design was conducted in Study 2.FindingsA photo with a high (vs. low) contextual background enhances mental imagery, increasing perceived helpfulness and product evaluation. Furthermore, mental simulation plays a significant moderating role in the relationship between contextual background and mental imagery.Originality/valueBased on cue utilization theory, this study identifies how the contextual background of product images affects consumers' perception and product evaluation by uncovering the underlying mechanism of mental imagery. Furthermore, the research examines the moderating effect of mental simulation while reviewing user-generated photos.

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“…Without using personal expertise, respondents' consistent beliefs are significant in the confirmation of positive reviews as useful and thereby the perception of the review information as helpful, which is totally an illusion of overconfidence and constrained by belief consistency. Prior studies considered that the helpfulness of product reviews was judged on unbiased information or unbiased judgment [2,4,109,110]. Yet, we considered "argument quality" as one type of unbiased information that can increase helpfulness beliefs.…”

Section: Implications For Theorymentioning

confidence: 99%

Complied by Belief Consistency: The Cognitive-Information Lens of User-Generated Persuasion

Shih

Lai

Cheng

2023

JTAER

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Confirmation biases make consumers feel comfortable because consistent beliefs simplify the processing of electronic word-of-mouth (eWOM). Whether the helpfulness of eWOM is a belief of information underlying biased information, i.e., positive–negative asymmetry, or an illusion of overconfidence underlying biased judgment, i.e., belief consistency, is crucial to the foundation of theory and the advance of practice in user-generated persuasion. The questions challenge the literature that the helpfulness of product reviews relies on unbiased information and/or unbiased judgment. Drawing on the cognitive-information lens, we developed a research model to explain how belief consistency affects the helpfulness beliefs of eWOM, and examined the effects of positive–negative asymmetry. Using a scenario-based questionnaire survey, we collected 334 consumer samples to test the research model. According to the empirical results, the conflicts of influence between positive and negative confirmation indicated that perceived review helpfulness was a belief of information and constrained by the positive–negative review frame. Without using personal expertise, respondents’ consistent beliefs were significant to confirm positive reviews as useful and thereby perceive the review content as helpful, which is an illusion of overconfidence and constrained by belief consistency. Whether personal expertise reinforces the effect of belief consistency depends on the positive–negative asymmetry.

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Evaluating key antecedents and consequences of the perceived helpfulness of online consumer reviews: A South African study

Cited by 14 publications

References 70 publications

The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions

The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions

Can mental imagery enhance review helpfulness and product evaluation? The role of contextual background and mental simulation

Complied by Belief Consistency: The Cognitive-Information Lens of User-Generated Persuasion

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