When positive reviews on social networking sites backfire: The role of social comparison and malicious envy

Volume: 30, Issue: 1, Pages: 120 - 138
Published: Jun 7, 2020
Abstract
Many studies highlight the merits of positive reviews on social networking sites (SNSs), suggesting that consumers tend to consider these to be trustworthy recommendations. This study draws attention to the potential negative effects of luxury hotels’ positive reviews on SNSs. We propose that positive reviews may encourage social comparison and trigger feelings of malicious envy, thereby negatively influencing purchase intentions. Results from...
Paper Details
Title
When positive reviews on social networking sites backfire: The role of social comparison and malicious envy
Published Date
Jun 7, 2020
Volume
30
Issue
1
Pages
120 - 138
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