Managerial Response to Online Positive Reviews: Helpful or Harmful?

IF 5 3区管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE

Information Systems Research Pub Date : 2023-12-20 DOI:10.1287/isre.2019.0175

Chaoqun Deng, T. Ravichandran

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引用次数: 0

Abstract

Managerial responses to negative reviews could be easily understood as a brand-safeguarding strategy by firms because negative reviews can damage a company’s reputation. However, it is unclear if managers should respond to positive reviews and if so, if such action helps or hurts the firm. We develop a theoretical framework to explicate the mechanisms underlying the effects of managerial responses to positive reviews on user reviewing behaviors in online platforms. We classify positive reviews into four types: one-sided affective reviews, two-sided affective reviews, one-sided instrumental reviews, and two-sided instrumental reviews. We classify managerial responses as tailored and template responses. Using natural language processing and deep learning algorithms, we extract information presented in the texts in the reviews and responses. We theorize and test which kinds of managerial responses to positive reviews are helpful and which of them are harmful. Overall, we find that a tailored response is more appropriate when responding to two-sided instrumental positive reviews and one-sided affective positive reviews, whereas template responses work for one-sided instrumental positive reviews and two-sided affective positive reviews. Not responding would be an effective strategy for mixed positive reviews.

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管理者对在线正面评论的回应：有益还是有害？

管理者对负面评论的回应很容易被理解为公司的一种品牌保护策略，因为负面评论会损害公司的声誉。然而，目前还不清楚管理者是否应该对正面评论做出回应，如果是，这种回应是对公司有利还是有害。我们建立了一个理论框架来解释管理者对正面评论的回应对网络平台用户评论行为的影响机制。我们将正面评论分为四种类型：单面情感评论、双面情感评论、单面工具性评论和双面工具性评论。我们将管理者的回应分为定制回应和模板回应。我们使用自然语言处理和深度学习算法，提取评论和回复文本中的信息。我们从理论上分析并测试了哪些管理者对正面评论的回应是有益的，哪些是有害的。总体而言，我们发现在回应双面工具性正面评论和单面情感性正面评论时，量身定制的回应更为合适，而模板回应则适用于单面工具性正面评论和双面情感性正面评论。对于混合性正面评论，不回应是一种有效的策略。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Information Systems Research Multiple-

CiteScore

9.10

自引率

8.20%

发文量

120

期刊介绍： ISR (Information Systems Research) is a journal of INFORMS, the Institute for Operations Research and the Management Sciences. Information Systems Research is a leading international journal of theory, research, and intellectual development, focused on information systems in organizations, institutions, the economy, and society.