The impacts of geographic and social influences on review helpfulness perceptions: A social contagion perspective |
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| Affiliation: | 1. Rutgers University. Department of Agriculture and Natural Resources. 88 Lipman Dr., New Brunswick, NJ, 08901, USA;2. North Carolina State University, Department of Parks, Recreation, and Tourism Management, 3028D Biltmore Hall, Raleigh, NC, 27695, USA;3. North Carolina State University, Department of Parks, Recreation, and Tourism Management, 4008J Biltmore Hall, Raleigh, NC, 27695, USA;4. Appalachian State University, Department of Management, 4078 Peacock Hall, Boone, NC, 28608, USA;1. Research Assistant Professor, School of Hotel and Tourism Management, The Hong Kong Polytechnic University, China;2. University of Surrey, School of Hospitality and Tourism Management, UK;3. School of Tourism Management, Sun Yat-Sen University, Tangzhou Rd. 1, Zhuhai, China;4. UMDF Chair Professor of Smart Tourism, Asia-Pacific Academy of Economics and Management, China;1. School of Business Administration, Northeastern University, Shenyang, 110169, China;2. Division of Social Sciences, University of Chicago, Chicago, 60637, USA;3. School of Information Management and Engineering, Shanghai University of Finance and Economics, Shanghai, 200433, China;1. School of Management, QUT Business School, Queensland University of Technology, Brisbane, QLD, 4000, Australia;2. Department of Tourism, Sport and Hotel Management, Griffith University, Gold Coast, QLD, 4222, Australia |
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| Abstract: | Identifying and presenting helpful reviews to customers can significantly affect their purchase decisions. Although review helpfulness has been extensively explored in tourism research, extant studies have not sufficiently emphasized the unique characteristics of tourism products and investigated review helpfulness perceptions from both geographic and social influence perspectives. In this study, drawing on social contagion theory, we developed a theoretical framework to examine the impact of social contagion, specifically geographic and social proximities, on perceived review helpfulness. Our empirical analyses of Yelp restaurant reviews indicated that geographic and social influences have varying impacts on review helpfulness perceptions. Additionally, social contagions significantly moderated the impacts of various review- and reviewer-related factors, and product characteristics further moderated the contagion effect on perceived review helpfulness. This study provides valuable theoretical and methodological contributions to research on review helpfulness, especially in tourism contexts, and lays out the practical implications for various stakeholders. |
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| Keywords: | Review helpfulness Social contagion theory Social influence Geographic influence Deep learning Multimethod analysis |
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