Exploring the relationship between online review framing, pictorial image and review “coolness”

IF 2.7 Q2 BUSINESS

Journal of Consumer Marketing Pub Date : 2022-10-10 DOI:10.1108/jcm-02-2020-3629

Onochie Fan-Osuala

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引用次数: 0

Abstract

Purpose This study aims to investigate coolness – a hedonic attribute – in online consumer reviews (OCRs) by exploring the relationship between OCR framing, presence of pictorial images and OCR-perceived coolness. It also demonstrates how reviewers and brands can create or identify cool OCRs. Design/methodology/approach Two studies – one experimental and the other using archival data from an OCR platform – were used to test three hypotheses on the effect of OCR framing and pictorial images on perceived OCR coolness. Findings The results reveal that OCRs framed with negative words but reflecting positive views about products are perceived as cooler than OCRs framed with positive words and reflecting positive views. OCRs with pictorial images are perceived to be cooler than those without pictorial images. Originality/value Studies on coolness have focused on people and products but not message content. This research links a message’s framing and pictorial images to its perceived coolness in the OCR context. It provides practical suggestions to marketers, coolhunters and individuals interested in creating cool message content.

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网络评论框架、图片形象与评论“酷”的关系探讨

目的本研究旨在通过探索OCR框架、图片的存在和OCR感知的凉爽之间的关系，来研究在线消费者评论（OCR）中的凉爽——一种享乐属性。它还展示了评论家和品牌如何创建或识别酷的OCR。设计/方法/方法两项研究——一项是实验性的，另一项是使用OCR平台的档案数据——用于测试关于OCR框架和图片图像对感知OCR酷度的影响的三个假设。研究结果表明，与用积极词语构建并反映积极观点的OCR相比，用消极词语构建但反映对产品的积极看法的OCR更酷。有图片图像的OCR被认为比没有图片图像的更酷。创意/价值关于酷的研究关注的是人和产品，而不是信息内容。这项研究将信息的框架和图片图像与其在OCR环境中感知到的凉爽联系起来。它为营销人员、求职者和对创建酷消息内容感兴趣的个人提供了实用的建议。

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来源期刊

Journal of Consumer Marketing Business, Management and Accounting-Business and International Management

CiteScore

5.00

自引率

7.10%

发文量

期刊介绍： ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide