Bibliographic Details
| Title: |
Digital and Social Media Marketing: THE IMPACT OF CONTRETENESS ON PERCEIVED HELPFULNESS IN ONLINE PRODUCT REVIEWS ACROSS PRODUCT TYPES. |
| Authors: |
Anderson, Linda1 llb3152@mavs.uta.edu, Ravula, Prashanth2, Briggs, Elten1 |
| Source: |
AMA Summer Academic Conference Proceedings. 2024, Vol. 35, p436-439. 4p. |
| Subject Terms: |
*Product reviews, *Customer services, *Consumer goods, Hedonistic consumption, Utilitarianism |
| Abstract: |
The article focuses on how the concreteness of language in online product reviews affects their perceived helpfulness, varying by product type and review valence. Topics include the impact of concrete language on reviews for hedonic vs. utilitarian products; differences between goods and services; the influence of review positivity or negativity on perceived helpfulness; and highlighting the need for tailored review strategies based on product and review context. |
| Database: |
Business Source Complete |
