The effects of eWOM characteristics on consumer ratings: evidence from

Yeohong Yoon, Alex Jiyoung Kim, Jeeyeon Kim, Jeonghye Choi

Research output: Contribution to journalArticlepeer-review

32 Citations (Scopus)


Given the rise of online review communities, the management of consumer ratings has gained much attention in the recent years. In this study, we use data from and examine the number of stars that a review receives. Specifically, we address how a star rating is determined by the components in the focal review as well as the preceding reviews of other consumers. Our qualitative and quantitative analyses provide interesting findings as follows. A star rating has a positive relationship with the focal review’s valence. That is, the more positive a review is, the greater number of stars a review receives. The reviews of other consumers also play a role in determining a star rating of the focal review suggesting social influence among consumers. Interestingly, a review with lengthy content leads to a lower star rating only when using smartphones. We conclude with theoretical and managerial implications.

Original languageEnglish
Pages (from-to)684-703
Number of pages20
JournalInternational Journal of Advertising
Issue number5
Publication statusPublished - 2019 Jul 4

Bibliographical note

Publisher Copyright:
© 2019, © 2019 Advertising Association.

All Science Journal Classification (ASJC) codes

  • Communication
  • Marketing


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