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Abstract Internet-based consumer opinion platforms enable customers to express their views and experiences. Drawing on online review data from 43,397 airline passengers from 26 countries and 116,241 hotel guests from… Click to show full abstract
Abstract Internet-based consumer opinion platforms enable customers to express their views and experiences. Drawing on online review data from 43,397 airline passengers from 26 countries and 116,241 hotel guests from 46 countries, this research explores the interplay among national culture, propensity to post, sentiment, and length of free-text online reviews. Results show that customers from individualistic cultures are more likely to post reviews, and their reviews are longer. Furthermore, customers write longer reviews when they choose higher service levels and when they pay with their own money. Marketing managers thus would be well advised to recognize that the way customers provide feedback on online platforms is partly culturally determined.
Journal Title: Journal of International Consumer Marketing
Year Published: 2020
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