The New Consumer Online

The New Consumer Online

A Sociology of Taste, Audience, and Publics

Edward F. McQuarrie

It’s a new world online, where consumers can publish their writing and gain a public presence, even a mass audience. This book links together blogging, writing reviews for Yelp, and creating pinboards for Pinterest, all of which provide ordinary people the opportunity to display their tastes to strangers. Edward McQuarrie expertly analyzes how the operation of taste in consumption has been changed by the Internet and offers a fresh perspective on why websites like Yelp and Pinterest have become so successful.

Chapter 6: Appendix C: Reviews that get filtered

Edward F. McQuarrie

Subjects: business and management, knowledge management, marketing, innovation and technology, knowledge management

Extract

We combined the filtered and test datasets, and used a binary logistic regression to examine properties that distinguish filtered reviews. Prior literature has identified low review count, low word count, and rating extremity as correlates of reviews likely to be fake or otherwise untrustworthy (Luca and Zervas 2013; Mayzlin et al. 2012; Pan and Zhang 2011). Intuitively, a short review from a consumer with no history that gives an extreme rating is more likely to be dishonest or incompetent, and hence, untrustworthy. Here extremity was measured by two dummy variables, picking out ratings of ‘1’ and ‘5’ respectively. We also tested friend count and lifetime totals of feedback. Because the zero level may be meaningful in its own right (that is, the difference between having one friend versus none may matter more, than the difference between having ten and 20 friends), both friend count and lifetime feedback were split into zero/any, and both the binary and intact counts (as logs) were tested.

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