Value destruction in exaggerated online reviews: The effects of emotion, language, and trustworthiness
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 11 April 2019
Issue publication date: 30 April 2019
Abstract
Purpose
This paper aims to examine the underlying motivations, attitudes and behaviors of exaggerated review posters and readers by examining the effect of review valence, emotional expression and language complexity on perceived poster, website and firm trustworthiness and subsequent behavioral intentions.
Design/methodology/approach
This research uses a mixed-method approach using the qualitative critical incident technique (CIT) and quantitative experimental design. Study 1 uses CIT to examine exaggerated online reviews from the poster perspective where Study 2 uses CIT to examine readers’ perceptions of exaggerated reviews. Study 3 conducts a between-subjects experimental design examining the impact of valence (positive vs negative) × emotion (low vs high) × language (vague vs detailed) on trustworthiness and behavior intention.
Findings
Results of the two qualitative studies (Study 1 and 2) find posters and readers use language complexity and emotions in exaggerated reviews. The results from the quantitative experimental design study (Study 3) find that language style and emotions influence customer perceptions of poster, website and firm trustworthiness, which also mediates the relationship between the qualitative aspects of review text on behavioral intentions.
Practical implications
The findings provide multiple practical implications on the prevalence of exaggerated online reviews and the importance of language and emotion in determining customer perceptions and behavioral intentions.
Originality/value
By focusing on both readers and posters in exaggerated eWOM, specific motivations, emotions and language, this research contributes to the literature of online reviews, customer misbehavior, trustworthiness, language use and value co-destruction in online environments.
Keywords
Citation
Baker, M.A. and Kim, K. (2019), "Value destruction in exaggerated online reviews: The effects of emotion, language, and trustworthiness", International Journal of Contemporary Hospitality Management, Vol. 31 No. 4, pp. 1956-1976. https://doi.org/10.1108/IJCHM-03-2018-0247
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited