Unlocking the helpfulness of extreme and exaggerated hotel online reviews: Consumers and brand influences

Abstract

In the digital age, where extreme reviews capture the most attention, understanding their influence on consumer decision-making becomes crucial, particularly in the hospitality industry. This research examines consumers' perceptions of the helpfulness of extreme and exaggerated positive online hotel reviews. Specifically, we explore the role of consumer traits (buying impulsiveness and susceptibility to online influence) and hotel brand reputation in shaping these perceptions. Additionally, we examine how brand familiarity moderates these effects. Our findings reveal that impulsiveness enhances helpfulness, but only for consumers familiar with the brand. Conversely, susceptibility decreases helpfulness for consumers with low brand familiarity. Brand reputation displays a consistent, positive impact on helpfulness, irrespective of familiarity. The impact of helpfulness on booking intentions was stronger for consumers less familiar with the hotel brand. These insights contribute to the understanding of review helpfulness and provide actionable implications for hospitality businesses in managing online reviews and brand strategies.