Webcare salience and consumer engagement: The moderating effects of webcare valence, conversational human voice and response time

IF 11.9 1区管理学 Q1 BUSINESS

Journal of Hospitality Marketing & Management Pub Date : 2023-02-19 DOI:10.1080/19368623.2023.2176395

K. Purani, Krishnan Jeesha

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引用次数: 1

Abstract

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.

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网络护理显著性与消费者参与:网络护理效价、会话人声和反应时间的调节作用

随着越来越多的潜在消费者通过阅读在线评论来进行品牌评价和品牌参与，在线评论管理对品牌具有战略意义，尤其是在酒店行业。与大多数调查网络护理对评论者的影响的研究相反，本研究调查了网络护理对评论读者中消费者品牌参与的影响。此外，它不是关注单个评论或管理对单个评论的回应，而是通过引入一个新概念，网络护理突出性，将重点放在公司对多个评论的响应的感知网络护理努力上，该概念定义为网络护理在由评论读者或观察者设置的评论中被看到的程度。通过在旅游背景下的一系列实验，研究了网络护理显著性对消费者品牌参与的影响，特别是其他网络护理变量，即网络护理价、会话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线，考虑到评论集和评论读者的观点。

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来源期刊

Journal of Hospitality Marketing & Management Multiple-

CiteScore

20.90

自引率

6.40%

发文量

期刊介绍： The Journal of Hospitality Marketing & Management serves as a peer-reviewed platform dedicated to advancing understanding, practice, and education in hospitality marketing and management. It strives to foster the development of knowledge and theory by promoting new ideas, models, approaches, and paradigms. Embracing a multifaceted approach that spans administrative disciplines, liberal arts, and social sciences, the journal disseminates knowledge through high-quality, peer-reviewed research papers, reports, and book reviews. It stands as a unique forum for the community of students, academics, and practitioners who share a common interest and commitment to the field of hospitality marketing and management.