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People searching online restaurant reviews give less value to those written on mobile devices than on other platforms, according to new research in the published journal Marketing Science.
In a study of 275,000 restaurant reviews, researchers from the University of Connecticut, Boston College, and Peking University found differences in reader perception based on the platform where the review was generated.
Prevalence - Devices - Apps - TripAdvisor - Yelp
With the increasing prevalence of mobile devices and apps such as TripAdvisor, Yelp, and Google, consumers have ready access to real-time reviewing platforms.
"While consumers initially value real-time mobile content similarly to nonmobile content, over time they seem to observe distinct differences in platform-specific content and, as the mobile platform matures, they come to view mobile reviews as less helpful," said Nicholas Lurie.
Lurie - Voya - Financial - Professor - UConn
Lurie, Voya Financial Professor in the UConn School of Business, co-authored the study with former associate professor of marketing Hongju Liu, now of Peking University; and Sam Ransbotham of Boston College.
The authors analyzed the writings of 117,827 reviewers who described their experiences at 13,976 restaurants, along with a dual-platform sample of 21,026 reviews that were written by 673 reviewers who wrote at least...
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