Incentivized Reviews: Promising the Moon for a Few Stars
Journal of Retailing and Consumer Services
ISSN or ISBN
This paper studies the motivations behind incentivized consumer reviews generated via influencer marketing campaigns. Exchange theory is applied as a theoretical framework to analyze, in a qualitative and a quantitative study, the relationship between incentivized reviews and the satisfaction ratings assigned by consumers to a product. The main contributions of the study find that incentivized campaigns can contribute to a sustained increase in the number of reviews and have the potential to lead to higher purchase potential. Moreover, this study also uncovers that incentivized electronic word-of-mouth, in the form of consumer reviews, leads to increased consumer interest and desire to find out more about the product through search engines. Our findings also show that the scope of exchange theory can be broader, from an exchange between two parties to more complex relationships, between brands, influencers, and consumers, through an emerging, specialized word-of-mouth technique.
O'Leary, Kathleen; Petrescu, Maria; Goldring, Deborah; and Ben Mrad, Selima, "Incentivized Reviews: Promising the Moon for a Few Stars" (2017). HCBE Faculty Articles. 646.