How Managers Sense and Seize “Hyped” Technologies: A Case of Online Consumer Reviews

Kristen Schiele, Pernille Rydén

Research output: Contribution to conferenceConference abstract for conferenceResearchpeer-review


A rapid proliferation of online consumer review systems has become common in diverse industries, such as tourism (Xiang and Gretzel 2010), box office movies (Duan, Gu, andWhinston 2008; Dellarocas, Zhang and Awad 2007), online books (Chevalier and Mayzlin 2006;Chen, Wu, and Yoon 2004), and video games (Zhu & Zhang 2010). These online review platforms, such as Yelp, Tripadvisor, and Google Reviews, have become important sources of information for consumers regarding the quality of various goods and services (Chevalier andMayzlin 2004). These user-generated reviews generate Big Data for sentiment analysis including: analysis of a person’s attitude, judgment, evaluation and affective state. This has increased awareness and acceptance as a method of generating value to businesses (Rapp,Beitelspacher, Grewal, and Hughes 2013). Many organizations are utilizing online reviews as a marketing tool (Dellarocas 2003), and the popularity of online reviews has increased acknowledgement of the potential of social media to provide the organization with information, resources, and networks (Constantinides and Fountain 2008).
Original languageEnglish
Publication date2015
Number of pages3
Publication statusPublished - 2015
Event2015 Direct/Interactive Marketing Research Summit - Boston, MA, United States
Duration: 3 Oct 20154 Oct 2015


Conference2015 Direct/Interactive Marketing Research Summit
Country/TerritoryUnited States
CityBoston, MA
Internet address

Cite this