Customer feedback is paramount to an online business. Many potential customers review the review pages before making a purchase decision. Therefore, it is imperative that you as a company spend time crawling these review sites so that you know what your existing customers think and feel about your company, and what can and will change to meet customer expectations. The reviews have a profound impact on your future sales. Therefore, it is advisable to monitor and track them
While the proliferation of online review sites makes it easier for travelers to obtain information (lowering search costs), it is difficult for them to process and evaluate useful information (increasing cognitive costs).
Accordingly, this study attempts to identify factors that affect the perceived usefulness of online consumer reviews by examining two aspects of online information: (1) the characteristics of the review providers, such as personal identity disclosure, The reviewers' own experience & reputation, and (2) ratings, including quantitative (i.e., star ratings and duration of ratings) and qualitative (i.e. perceived joy and readability of ratings) measurements.
The results show that a combination of messaging and messaging functions positively influences the perceived usefulness of reviews. In particular, the qualitative aspects of reviews have been identified as the most influential factors that make traveler reviews useful. The implications of these results help tourism and hotel marketing specialists develop more effective social media marketing.
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