Understanding reviewer characteristics in online reviews via network structural positions

Abstract

With the prevalence of online review websites, understanding online reviewer characteristics has become important, as such an understanding provides brand managers with opportunities to segment their markets, target influencers, and develop effective marketing strategies. Nonetheless, past studies have overlooked the role of network structural positions in the characteristics of online reviewers. Accordingly, using data from Yelp websites as samples, this study attempted to explore the differences in reviewer characteristics by network structural positions. The study used multiple data collection and analysis approaches, including web scraping, network analysis, and statistical analysis. The results of this study showed that compared to peripheral reviewers, core reviewers exhibited significantly more photos and brands reviewed and included a higher proportion of early reviewers. The study has significant theoretical and practical implications for researchers and brand managers who are interested in understanding online review markets.