Differences in Characteristics and Perception of Sponsored vs. Organic Reviews

• In Event: Social Media, Marketing, and Consumer Studies

Abstract

Electronic word-of-mouth (eWOM) has become a critical element of two-way communication between consumers and companies. Online consumer reviews (OCRs), a particular form of eWOM discussing post-consumption experiences, may be influential when they are believed to be unbiased. However, marketers are increasingly incentivizing consumers to write reviews, which can mislead consumers because it is difficult to discern the difference between the two when they are displayed together. In response to this situation, regulators have introduced policies requiring disclosures of such incentives. This study is one of the early studies that examine the differences between sponsored and organic product reviews. By using a secondary analysis of online reviews data, this study found the differences between sponsored and organic reviews in terms of review length, review extremity, detailedness and perceived level of helpfulness. This paper provides theoretical implications on motivation, reciprocity, persuasion knowledge literature as well as practical implications for OCR platform management.

Authors

• Su Jung Kim, Iowa State U

• Ewa Maslowska, U of Amsterdam, ASCoR