ABSTRACT

Management of online reviews holds strategic significance for brands, especially in the hospitality sector, as more and more prospective consumers read reviews for brand evaluation and brand engagement. Contrary to most studies that examine the effects of webcare among reviewers, this study examines the effects of webcare on consumer brand engagement among review readers. Further, rather than focusing on a single review or a management response to a single review, it focuses on the perceived webcare efforts of a firm as a response to multiple reviews taken together by introducing a new concept, webcare salience, defined as the degree to which webcare is seen in a review set by the review readers or observers. Through a series of experiments in the tourism context, it examines underexplored effects of webcare salience on consumer brand engagement and, particularly, how other webcare variables, namely webcare valence, conversational human voice and response time, moderate such effects. This research triggers a new line of scholarly enquiry that takes into account the idea of review set and review readers’ perspectives.

摘要

随着越来越多的潜在消费者阅读评论以进行品牌评估和品牌参与，在线评论管理对品牌具有战略意义，尤其是在酒店业。与大多数检查评论者之间的网络护理影响的研究相反，本研究检查了网络护理对评论读者中消费者品牌参与的影响。此外，它不是专注于单个评论或管理层对单个评论的回应，而是关注公司感知的网络护理工作，作为对多个评论的回应，通过引入一个新概念，网络护理显着性，定义为程度评论读者或观察员在评论集中看到了哪些 webcare。通过在旅游语境中的一系列实验，它研究了网络护理显着性对消费者品牌参与度的未充分探索的影响，特别是其他网络护理变量，即网络护理效价、对话中的人类声音和响应时间如何调节这种影响。这项研究引发了一条新的学术探究路线，它考虑了评论集的概念和评论读者的观点。