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The importance of functional and emotional content in online consumer reviews for product sales: Evidence from mobile gaming market

Jang, Seongsoo, Chung, Jaihak and Rao, Vithala R. 2019. The importance of functional and emotional content in online consumer reviews for product sales: Evidence from mobile gaming market. Journal of Business Research 10.1016/j.jbusres.2019.09.027
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Abstract

rior research on online consumer reviews (OCRs) has focused more on the volume and valence of all OCRs as a whole and less on their individual contents. This paper investigates the importance of multidimensional OCR contents, in terms of functional and emotional dimensions, in online marketing. Utilizing a rich dataset of four million online postings and weekly sales for 342 mobile games, this study identifies subcategories of functional OCRs – product quality, product innovativeness, price acceptability, and product ease-of-use – and emotional OCRs – anger, fear, shame, love, contentment, and happiness. The results show that the volume of product quality and ease-of-use OCRs drives more sales than the valence, while the valence of product innovativeness and price OCRs outperforms the volume. Furthermore, both negative and positive emotion-related OCRs moderate the relationship between functional OCRs and product sales. This study offers guidance to firms in managing specific OCR content for superior marketing outcomes.

Item Type: Article
Date Type: Published Online
Status: In Press
Schools: Business (Including Economics)
Publisher: Elsevier
ISSN: 0148-2963
Date of First Compliant Deposit: 2 December 2019
Date of Acceptance: 30 October 2019
Last Modified: 13 Mar 2020 05:16
URI: http://orca.cf.ac.uk/id/eprint/127286

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