Conference Proceedings

Reviewing the review: A text analysis of the relationship between narrative structure and helpfulness

S Ludwig, Tom Van Laer, Jennifer Edson Escalas, Ellis A Van Den Hende, Klemens Knoeferle (ed.)

European Marketing Academy | Published : 2016

Abstract

Online consumer reviews are one of the most influential forms of marketing communications. This article answers the following question: What reviews are most helpful for consumers reading them? Prior work regards review content as concatenated sentences expressing evaluations of products. The authors assert instead that consumer stories of hedonic, experiential consumption are built on a common, narrative structure. To test their assertion, the authors mined 190,461 reviews on TripAdvisor of 989 attractions consumed in Las Vegas, adapted contemporary quantitative techniques to this corpus, and conducted an automated text analysis. They find that narrative structure elements of (1) identifiab..

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University of Melbourne Researchers