The authors shed light on the problem of finding good restaurant reviews online has become more difficult as user-generated content has proliferated online. Their investigation examines which situational and descriptive elements of restaurant reviews impact the reviewee to perceive an evaluation as useful and subsequently “Like” the review. It is founded on the Dual Process Theory and Social Impact Theory. An analysis of 58,468 Zomato ratings and reviews from a large data sample was conducted using both qualitative and quantitative methods (Meek, Wilk and Lambert, 2021). The findings showed that the norm elements of high source credibility and medium recommendation scores, as well as the informational component of favorable recommendations framing, both impact the development of a reviewee “Like.” The article emphasizes the crucial customer-filtering role that a heuristic may provide, which can also increase the social influence of the online opinion arena.
A large dataset may be analyzed using Leximancer, a computerized lexical analysis application, with little to no involvement from the researcher. By taking into account textual sections to identify key ideas and topics within the data, this method enables an objective study of the data. For instance, the technique used by Leximancer – based on an iterative procedure for generating word definitions using frequent patterns inside text blocks – seems efficient in terms of understanding the customer journey on digital marketing channels. Particularly, one can search for a significant topic (like global warming) on Instagram and choose large text blocks from the comments putting them in Leximancer. The software – appealing to a commonality or connection between the ideas – will group important concepts into themes. These themes will be heat-mapped from hottest to coldest, and the magnitude of the themes will indicate how frequently one notion occurs with another. The identified interests and ideas will be a foundation for developing a marketing strategy, for instance, for environmentally friendly fuel.
Reference List
Meek, S., Wilk, V. and Lambert, C. (2021) A big data exploration of the informational and normative influences on the helpfulness of online restaurant reviews. Journal of Business Research, 125(1), 354–367.