TY - JOUR
T1 - How to make effective product review videos
T2 - The influence of depth, frame, and disposition on consumers
AU - Ghosh, Tathagata
N1 - Publisher Copyright:
Copyright © 2020, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited.
PY - 2020/10/1
Y1 - 2020/10/1
N2 - Extant research on online user-generated content, especially product reviews, has consistently examined the effects of textual reviews on consumers and has ignored an emerging and popular review format such as product review video (PRV) on YouTube. Specifically, no research exists that suggests how to develop an effective PRV. The present article addresses this gap by examining the effects of three important attributes of PRVs - review depth, review frame, and review disposition, on consumers' attitude toward the PRV and their propensity to share it. Technical quality of the video is included as a moderator. A between-subjects experiment was conducted with a sample of Internet users. The findings suggest that PRVs are most effective when the review depth is moderate, the review is comparative in nature, and it highlights product benefits instead of attributes. Technical quality positively moderates these afore-mentioned relationships.
AB - Extant research on online user-generated content, especially product reviews, has consistently examined the effects of textual reviews on consumers and has ignored an emerging and popular review format such as product review video (PRV) on YouTube. Specifically, no research exists that suggests how to develop an effective PRV. The present article addresses this gap by examining the effects of three important attributes of PRVs - review depth, review frame, and review disposition, on consumers' attitude toward the PRV and their propensity to share it. Technical quality of the video is included as a moderator. A between-subjects experiment was conducted with a sample of Internet users. The findings suggest that PRVs are most effective when the review depth is moderate, the review is comparative in nature, and it highlights product benefits instead of attributes. Technical quality positively moderates these afore-mentioned relationships.
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U2 - 10.4018/JECO.2020100104
DO - 10.4018/JECO.2020100104
M3 - Review article
AN - SCOPUS:85092297801
SN - 1539-2937
VL - 18
SP - 73
EP - 92
JO - Journal of Electronic Commerce in Organizations
JF - Journal of Electronic Commerce in Organizations
IS - 4
ER -