Leveraging User-Generated Content for Product Promotion: The Effects of Firm-Highlighted Reviews

This research investigates how firms can actively manage consumer-generated reviews in the form of highlighting authentic reviews on review platforms. While highlighting a positive review is expected to lead to positive product evaluation, this practice may elicit consumers’ skepticism when consumers are aware of the promotional intent of the firm. Our findings show that consumers often pay attention to a firm-highlighted review and anchor on it...