Whose online reviews have the most influences on consumers in cultural offerings? Professional vs consumer commentators

Bibliographic Data

ID12420768
AuthorsJyh‐Shen Chiou (0000-0002-2023-2664, National Chengchi University, corresponding author), Jyh-Shen Chiou, Cheng‐Chieh Hsiao (0000-0002-3579-9305, Shih Hsin University), Cheng-Chieh Hsiao, Fang‐Yi Su (0000-0003-4235-5283, National Chengchi University), Fang-Yi SU
Year2014
Volume24
Issue3
Pages353-368
Publication date2014-05-13
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueInternet Research (JOURNAL)
Journal identifiersISSN: 1066-2243 • E-ISSN: 2054-5657
PublisherEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/intr-03-2013-0046
OpenAlexW1488730721
LanguageEN
Citations received5
References cited38

Purpose – To improve the effectiveness of online reviews in the cultural industries, the purpose of this paper is to examine the effects of online cultural reviews of professional and consumer commentators on consumer responses toward elite and mass cultural offerings by drawing upon associative learning theory and social influence theory. Design/methodology/approach – This study used a 2 (cultural offerings: elite vs mass)×2 (commentators: professional vs consumer) between-participants factorial design to examine the proposed hypotheses. A total of 195 participants were randomly assigned to one of four experimental cells. Findings – The ANOVA results indicate that the credibility of online cultural reviews is significantly higher for professional commentators than for consumer commentators across both elite and mass cultural offerings. Furthermore, the results confirm that there is a significant cultural offering type by commentator interaction on a consumer's offering evaluation, overall attitude, and behavioral intention. Research limitations/implications – This study provides strong support for the congruence between cultural commentators and cultural offerings in online cultural reviews. The findings can also effectively explain the weak correlation between professional judgments and popular appeal. Practical implications – For better effectiveness of online cultural reviews, the findings recommend cultural marketers that the use of professional commentators is effective for elite cultural offerings, whereas the use of consumer commentators is effective for mass cultural offerings. Originality/value – This study proposes a useful dichotomy to classify cultural offerings as elite and mass. Meanwhile, this study is one of the first to examine the congruence between cultural offerings and cultural commentators in online reviews

Advertising · Appeal · Business · Credibility · Elite · Originality · Political science · Sociology · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Law · Media Influence and Health · Psychology · Social Psychology · Marketing

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