讲座：The Spillover and Direct Effects of Filtered Online Reviews 发布时间：2023-11-22
题 目：The Spillover and Direct Effects of Filtered Online Reviews
嘉 宾：Xian Gu, Assistant Professor of Marketing, Indiana University
主持人：张铄 副教授 上海交通大学安泰经济与管理学院
地 点：上海交通大学 徐汇校区 安泰经济与管理学院B209
To tackle the common and increasingly vexing problem of review manipulation, digital platforms endeavor to filter out those reviews, which can take anywhere from days to months. Yet little is known about the consequences of such consumer reviews before they are filtered. Using data from Apple App Store, we examine how an app‘s ranking changes when it receives consumer reviews that are later filtered out by Apple. Moreover, we argue that simply looking at the direct effects of manipulated reviews can be misleading because the effects can spill over to competing products. In particular, we identify competing products based on two primary approaches of online information seeking by consumers: browsing products within a particular category and searching for products using keywords. We find that manipulated reviews exert not only direct effects but also strong spillover effects. The spillover effects differ significantly across browsing-based and searching-based competitors, with searching-based competitors exerting stronger effects. To the best of our knowledge, this study is one of the first to empirically examine the spillover and direct effects of manipulated reviews on product sales, which provides crucial managerial implications to practitioners. Our findings highlight the need for digital platforms to increase their investment in control review manipulation promptly and accurately for the welfare of both businesses and users on the platform.
Xian Gu is an Assistant Professor of Marketing at the Kelley School of Business at Indiana University. She received her Ph.D. in Marketing from University of Maryland in 2019. Her research interests are in quantitative marketing with applications of econometric models, machine learning techniques, and Bayesian methods to the substantive areas of digital marketing focusing on influencer marketing, live streaming, freemium, and mobile marketing. Her paper, "The Dark Side of Mobile App Adoption: Examining the Impact on Customers' Multichannel Purchase", is published in the Journal of Marketing Research and the winner of 2022 Donald R. Lehmann Award. Her another paper, "Selling the Premium in Freemium", is published in the Journal of Marketing and is the finalist of 2018 Marketing Science Institute/H. Paul Root Award and the runner up of 2019 Donald R. Lehmann Award.