This research explores firms' digital presence in an online interactive network. Anchored in the literature on firm engagement and firm-generated content, this study discusses and empirically examines the impact of managerial response to online reviews on future ratings. A big data approach coupled with text analytics is employed on a large field dataset to analyse both structured review/response metrics and unstructured response text. Results show that an increase in future review valence is positively associated with the intensity, promptness, and sentiment of managerial responses, and the magnitude of effects is contingent upon firms' rating status and market position. Mixed evidence is obtained for comprehensiveness and standardisation of response content. These findings reveal that the influence of firm engagement in the online review network is likely to be shaped by the goodwill signalled by managerial responses.

这项研究探索了公司在在线互动网络中的数字化存在。本研究以关于公司参与和公司生成内容的文献为基础，讨论并实证检验了管理层对在线评论的反应对未来评级的影响。在大型现场数据集上采用结合文本分析的大数据方法来分析结构化评论/响应指标和非结构化响应文本。结果表明，未来审查效价的增加与管理层反应的强度、及时性和情绪呈正相关，其影响程度取决于公司的评级状况和市场地位。对答复内容的全面性和标准化获得了混合证据。