In Mobile We Trust: How Mobile Reviews Can Overcome Consumer Distrust of User-Generated Reviews

58 Pages Posted: 13 Aug 2016  

Lauren Grewal

University of Pittsburgh, Katz Graduate School of Business, Students

Andrew T. Stephen

University of Oxford - Said Business School

Date Written: August 1, 2016

Abstract

In the context of user-generated content (UGC), mobile devices have made it easier for consumers to review products and services in a timely manner. In practice, some UGC sites differentiate between reviews posted from mobile versus non-mobile devices. For example, TripAdvisor uses a “via mobile” label to denote reviews from mobile devices. However, the extent to which such information impacts consumers is unknown. To address this gap, the authors use data from TripAdvisor and five experiments to examine how mobile impacts consumers’ perceptions of UGC reviews and their purchase intentions. They find that knowing that a review was posted from a mobile device leads consumers to perceive the review as more accurate, and, importantly, have higher purchase intentions. Interestingly, consumers assume that mobile reviews are more accurate due to the belief that writing reviews via mobile requires more effort and equate effort with the reviewer being more trustworthy. These effects are greater among skeptical consumers, implying that labeling of mobile reviews is a practice that can help overcome latent consumer distrust in UGC.

Keywords: Mobile Marketing, Online Reviews, User-Generated Content, Word of Mouth

Suggested Citation

Grewal, Lauren and Stephen, Andrew T., In Mobile We Trust: How Mobile Reviews Can Overcome Consumer Distrust of User-Generated Reviews (August 1, 2016). Saïd Business School WP 2016-22. Available at SSRN: https://ssrn.com/abstract=2821667 or http://dx.doi.org/10.2139/ssrn.2821667

Lauren Grewal (Contact Author)

University of Pittsburgh, Katz Graduate School of Business, Students ( email )

Pittsburgh, PA
United States

Andrew T. Stephen

University of Oxford - Said Business School ( email )

Park End Street
Oxford, OX1 1HP
Great Britain

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