Authoring Online Reviews: Uses and Gratifications of Yelp

8/17/2019 Authoring Online Reviews: Uses and Gratifications of Yelp

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Running head: AUTHORING ONLINE REVIEWS: U&G OF YELP

Caps!ne P"!#e$:

Auh!"ing On%ine Reie's: Uses and G"ai(i$ai!ns !( Yelp

Saad )han* +,,-.+/.0

Unie"si1 !( Ona"i! Insiue !( Te$hn!%!g1


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AUTHORING ONLINE REVIEWS: U&G OF YELP +

Abstract

On%ine "eie's pu2%ished !n s!$ia% 3edia p%a(!"3s a"e !%una"1 end!"se3ens !"

"epudiai!ns !( $!nsu3e" g!!ds and se"i$es4 Yelp* a s!$ia% 3edia 'e2sie and $u""en%1 he 3!s

p!pu%a" "eie' agg"egaing p%a(!"3* (a$i%iaes a se"i$e (!" use"s ! su23i !pini!ns !n %!$a%

2usinesses and p"!ide p!siie (eed2a$5 !n !he" $!33uni1 3e32e"s6 pu2%ished $!nen4 Yelp

use"s "e$eie n! di"e$* angi2%e* !" 3!nea"1 $!3pensai!n (!" pu2%i$ai!n !( hei" $!nen !n

he 'e2sie4 The"e is %i3ied "esea"$h in unde"sanding he i33ae"ia% "e'a"ds and he g"ai(1ing

7ua%iies !( auh!"ing !n%ine "eie's* h"!ugh a $!33uni$ai!n he!"ei$a% ("a3e'!"54 Using a

3!de% !( uses and g"ai(i$ai!ns he!"1* he sud1 (!" his Caps!ne P"!#e$ de3!ns"aed he

3!iai!n and "eas!ning (!" use"s ! pu2%ish "eie's !n Yelp a$ie%14 Re%ai!nships appea"ed

h"!ugh 3!ni!"ing he e((e$s !( p!siie (eed2a$5 and e8e"na% a%idai!n !n a$$e%e"aing use"

a$ii14 The i3p%i$ai!ns indi$aed a shi( ("!3 "adii!na% $!33uni$ai!n p!'e" s"u$u"es

$aused 21 s!$ia% 3edia4

)e1'!"ds: s!$ia% 3edia* uses and g"ai(i$ai!ns* !n%ine "eie's* Ye%p


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AUTHORING ONLINE REVIEWS: U&G OF YELP 0

Authoring Online Reviews: Uses and Gratification of Yelp

In he "he!"i$ !( he Ine"ne as We2 04,* he Ine"ne is a $!%%a2!"aie sphe"e de(ined 21

ine"a$ii1 and 3ani(esed as he "esu% !( he $!n"i2ui!ns !( a g%!2a% $ii9en"14 He"a%ded 21

he "ise !( s!$ia% 3edia* Ine"ne use"s a"e a$$us!3ed ! n! !n%1 $!nsu3e $!nen 2u ! 2e

$"ea!"s !( $!nen4 The a$ie use" and he a$ie audien$e i%%us"ae h!' Ine"ne use"s

$!n"i2ue ! a $!ninua%%1 e8panding daa2ase !( 5n!'%edge4C!n"i2ui!ns $ha"a$e"i9e he essenia% nau"e !( s!$ia% 3edia4 1 using Instagram* use"s

!%una"i%1 su23i hei" ph!!s and ide!s ! he !"gani9ai!n as a 3eans !( e8p!sing hei"

pe"s!na% $!nen ! a g%!2a% audien$e4 1 using Facebook * indiidua%s pu2%ish pe"s!na% s!"ies*

send 3essages* and sha"e 3edia 'ih he Facebook p%a(!"3 as a $!ndui4 An i3p!"an p!in !(

dis$!u"se is $!nside"ing 'h1 s!$ia% 3edia use"s $h!!se ! e8hi2i pa"i$u%a" deai%s !( hei"

pe"s!na% %i(e !n pu2%i$ (!"u3s4 Neihe" Instagram n!" Facebook !((e"s an1 (!"3 !( 3ae"ia%*

angi2%e* !" (inan$ia% "e'a"d (!" a use"6s $!n"i2ui!ns4 Insead* s!$ia% p%a(!"3s !pe"ae using a

digia% $u""en$1 !( %i5es4 Hea";shaped i$!ns and hu32s;up s132!%s a"e he 3!s $!eed

"e'a"ds aai%a2%e ! use"s in he "ea%3 !( s!$ia% 3edia4 Use"s $an !$a%i9e hei" app"!a% !(

$!nen pu2%ished 21 a (e%%!' Ine"ne $ii9en 'ih a $%i$5 !( a si3p%e 2u!n ha adds ! a

"apid%1 as$ending !a% (igu"e4 The i33ae"ia% p"i9e !( "e$eiing a %i5e is signi(i$an in

unde"sanding he uses and g"ai(i$ai!ns !( he Ine"ne* a shi( ("!3 his!"i$a%%1 "eaping ph1si$a%

"e'a"ds ! ea"ning i"ua% 2ene(is ha e8is s!%e%1 'ihin he $!n(ines !( a $!3pue" s$"een4

Reie' agg"ega!" 'e2sies su$h as TripAdvisor * Yelp* and IMDb a"e a%ua2%e "es!u"$es

(!" use"s ! a$$ess a $an!n !( $!3pue";3ediaed !pini!ns !n $!33!diies su$h as a$ai!n

desinai!ns* %!$a% 2usinesses* and (i%3s4 Raings and "eie's !( p"!du$s 21 he $!nsu3e" (!"

he $!nsu3e" en$apsu%ae h!' Ine"ne use"s hae an in$%inai!n !'a"ds he !pini!ns !( hei"

(e%%!' digia% $ii9ens4 As a$ie use"s* Ine"ne age $!nsu3e"s a"e eage" ! $!ndu$ "esea"$h*

$!3pa"e di((e"en p"!du$s* and $!nsu% ie's !( !he" pu"$hase;3a5e"s 2e(!"e $!33i3en4


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AUTHORING ONLINE REVIEWS: U&G OF YELP /

C!nsu3e"s "e%1ing !n $!nsu3e"s deiaes ("!3 an !%de" n!i!n !( "e$eiing in(!"3ai!n s!%e%1

("!3 ade"ise3ens !" 3essages di"e$%1 ("!3 a 2usiness4 Reie's* '"ien 21 he ae"age

$!nsu3e"* a"e !%una"1 end!"se3ens !" negai!ns !( $!33e"$ia% g!!ds4 1 pu2%ishing a

"eie' !( he 2es ne' "esau"an in !'n !n Yelp* he dine" d!es n! "e$eie an1 di"e$ 3!nea"1

!" ph1si$a% "e'a"d4 The "esau"an 2ene(is ("!3 a g%!'ing "eie' 'hi%e Yelp ise%( "e$eies

highe" 'e2 "a((i$4 I( he dine" d!es n! "e$eie an1 di"e$ $!3pensai!n !" "e'a"d ("!3 he

!"gani9ai!n !" he h!sing p%a(!"3* 'ha $!3pe%s he3 ! a5e i3e !u !( hei" da1 ! end!"se

("ee pu2%i$i1 (!" a 2usiness* g!!d* !" se"i$e< The"e a"e indi$ai!ns ha "e'a"ds a"e "eaped

in"insi$a%%1 ("!3 se%(;g"ai(i$ai!n* an aspe$ ha is $e"ain%1 a d"iing (!"$e (!" he p!pu%a"i1 !(

s!$ia% 3edia 'e2sies and apps4The signi(i$an$e !( sud1ing !n%ine 2ehai!u" is $"u$ia% in unde"sanding he 'a1s in

'hi$h indiidua%s $!33uni$ae and use We2 04, in a 3anne" !( add"essing se%(;g"ai(i$ai!n4 As

s!$ia% 3edia* ine"a$i!n* and $!%%a2!"ai!n hae 2e$!3e a (!$a% p!in !( he Ine"ne !da1*

unde"sanding h!' and 'h1 he !n%ine $ii9en"1 use he Ine"ne in his spe$i(i$ 3anne" 2e$!3es

a n!e'!"h1 p!in !( $!33ena"14 Unpa$5ing he pae"ns !( 2ehai!u" ha e8is in !n%ine

ine"a$i!ns $!n"i2ues ! unde"sanding he e!%ui!n !( hu3an ps1$he and hu3an

$!33uni$ai!n in he digia% age4Whi%e he"e a"e 3an1 pu2%ished pee";"eie'ed a"i$%es !n h!' !n%ine "eie's shape

$!nsu3e" pu"$hasing ha2is* he 3a#!"i1 !( hese se3 ("!3 a 2usiness and 3a"5eing

pe"spe$ie4 In =IS >ua"e"%1* =uda32i and S$hu(( ?0,+,@ suggesed he pae"ns !( 2ehai!u"

!( he digia% $!nsu3e" in $h!!sing he !pini!ns !n a hu3an s$a%e "ahe" han "e%1ing !n he

3essages ("!3 a $!"p!"ae eni14 Ohe" auh!"s su$h as )u3a" and en2asa ?0,,@ e8a3ined

he i3pa$s !( !n%ine "eie's and sa%es !( p"!du$s4 A gap 'ihin he dis$!u"se e8iss 'hen

add"essing he 7uesi!n !( 'ha 3!iaes an Ine"ne use" ! pu2%ish !n%ine "eie's !( p"!du$s


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AUTHORING ONLINE REVIEWS: U&G OF YELP -

and se"i$e ("!3 a $!33uni$ai!n ie'p!in4 Whi%e he 3a"5eing and 2usiness pu2%i$ai!ns a"e

i3p!"an in unde"sanding h!' !n%ine "eie's shape $!nsu3e" pu"$hasing ha2is* he

3!iai!n* and "eas!ning (!" 'h1 he "eie' auh!"s he3se%es a$ie%1 p!s hei" !pini!ns

"e3ains ! 2e (u%%1 unde"s!!d4 Unde"sanding 3!iai!n (!" using s!$ia% 3edia su$h as Yelp

$!n"i2ued ! a 2"!ade" $!3p"ehensi!n !( he e!%ui!n !( ine"pe"s!na% $!33uni$ai!n in he

digia% age4 Th"!ugh $"eaing ne' dis$!u"se 21 'hi$h ! $!nside" !n%ine use" 2ehai!u"* his

sud1 !2se"ed indiidua% use"s and dis$!e"ed he "e%ai!nships 2e'een a p!siie (eed2a$5

%!!p and he e((e$s !n %ee%s !( a$ii14 This sud1* he"e(!"e* see5s ! des$"i2e he 2ehai!u"s

and in(%uen$es !( !n%ine "eie' auh!"s 21 ans'e"ing he (!%%!'ing "esea"$h 7uesi!ns:

R>+: Wha (!"3 !( g"ai(i$ai!n d! Ine"ne use"s "e$eie ("!3 '"iing "eie's a2!u

$!33e"$ia% g!!ds and se"i$es<

R>0: H!' d! !n%ine "eie's in(%uen$e "eade" pe"$epi!ns< B!es he ae"age $!nsu3e"

!da1 a%ue he !pini!ns !( (e%%!' $!nsu3e"s "ahe" han $!33e"$ia%%1 $u"aed

ade"ise3ens


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AUTHORING ONLINE REVIEWS: U&G OF YELP .

Uses and g"ai(i$ai!ns he!"1 is 'e%% suied ! he ana%1sis !( he 2ehai!u" !( !n%ine

"eie' auh!"s4 The he!"1 has 2een used ! unde"sand e((e$ie%1 s!$ia% 3edia g"ai(i$ai!ns4

The s"engh !( he U&G ("a3e'!"5 a$"!ss a a"ie1 !( pu2%i$ai!ns 'i%% assis in ine"p"eing

he (indings !( his sud1 21 (inding "e%ai!nships and $!""e%ai!ns 2e'een daa4

Literature Review

)a9* %u3%e"* and Gu"ei$h ?+/@ e8a3ined he 1p!%!gies !( audien$e g"ai(i$ai!ns

("!3 he use !( "adi!* e%eisi!n* and p"in 3edia4 The1 (!$us !n h!' audien$es use 3edia and

shi( he ideas !( uses and g"ai(i$ai!ns he!"1 pas si3p%1 U&G ! $!nside" g"ai(i$ai!ns*

needs* and e((e$s4 1 (i"s "e%aing ! a 3edia ine"p"eai!n 3!de% 21 Lass'e%% ?+-D@ and

W"igh ?+,@* )a9* %u3%e"* and Gu"ei$h suggesed a (!u";di3ensi!na% pa"adig34 =edia

se"ed he (un$i!ns !( su"ei%%an$e* $!""e%ai!n* ene"ain3en* and $u%u"a% "ans3issi!n ?!"

s!$ia%i9ai!n@ (!" s!$ie1 ?p4 .+0@4 Using his (!undai!n* he1 "e(e"en$ed a $!ne3p!"a"1

unde"sanding !( 3edia use* ! (u%(i%% in"insi$ desi"es !( e8e"na% a$$epan$e and !pini!n

a%idai!n 21 an indiidua%6s ne'!"54 The1 ea%uaed 3edia as a (!"3 !( $!nne$ing 'ih he

!uside '!"%d and si3u%ane!us%1 as a (eish (!" es$apis34 R!seng"en ?+-@ suggesed ha

indiidua%s add"essed ps1$h!%!gi$a% and ph1si!%!gi$a% needs 21 $!nsu3ing 3ass 3edia4 Su$h

uses !( 3edia p"!ided $!nse7uen g"ai(1ing 7ua%iies (!" he indiidua%4)a9* %u3%e"* and Gu"ei$h assessed g"ai(i$ai!ns 2e(!"e he "ise !( he digia% age hei"

"esea"$h %a$5s ea%uai!n !( g"ai(i$ai!ns !( $!3pue";3ediaed $!33uni$ai!n4 Ru2in and

Windah% ?+D@ 'e"e he (i"s ! p"!p!se adan$e3ens in U&G he!"1 a2!u $!3pue"s4 E((e$s

he!"1* he1 $%ai3ed* sh!u%d 2e used s132i!i$a%%1 'ih U&G ! e8a3ine n! !n%1 he

g"ai(i$ai!ns 2u he i3p%i$ai!ns !( 3edia use4 R!ge"s ?+D@ (u"he" suggesed ha he !"igina%

app%i$ai!ns !( U&G %i3i unde"sanding !( he g"ai(i$ai!ns !( $!ne3p!"a"1 !n%ine

$!33uni$ai!n4 He 3eni!ned he $hanging nau"e !( $!33uni$ai!n h"!ugh e$hn!%!g1 and


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AUTHORING ONLINE REVIEWS: U&G OF YELP

h!' he hu3an aspe$ !( ine"a$i!n in $!3pue";3ediaed $!33uni$ai!n 'as signi(i$an !

$!nside"4 R!ge"s (u"he" e3phasi9ed h!' his!"i$a%%1* a%% ne' e$hn!%!gies hae 2een p!pu%a"

due ! ine"a$ii1 and he deg"ee !( i33e"si!n he 3edia $"eaed4 Ine"a$ii1 is n! !n%1

e8isen h"!ugh e$hn!%!g1 2u is a $aea !( "egu%a" (a$e;!;(a$e ine"pe"s!na% $!33uni$ai!n4

C!'%es ?+D@ a%s! !2se"ed he signi(i$an$e !( ine"a$ii1 in 3edia4 He saed ha ine"a$ie

3edia e32!died hu3an $ha"a$e"isi$s ha "es!nae !n a pe"s!na% %ee% 'ih he use"4 As a%s!

3eni!ned 21 Heee" ?+D@* ine"a$ii1 "e(e""ed ! he $h!i$es !( 3edia a$$essi2%e ! he

audien$e* he 7ua%i1 !( he 3ediu3* and he 3eans 21 'hi$h a 3edia s!u"$e en$!u"ages

ine"pe"s!na% $!33uni$ai!n4 In addii!n ! ine"a$ii1* Bi$5en;Ga"$ia ?+D@ suggesed he

Ine"ne un%i5e is 3edia p"ede$ess!"s* 'as a p%a(!"3 ha (a$i%iaed ine"pe"s!na%* in(!"3a%

$!33uni$ai!n4 She (u"he" n!ed ha Ine"ne use"s 'e"e in$"easing%1 in$%ined ! sha"e

in(!"3ai!n he1 '!u%d n! 2e in pe"s!n4 Ine"ne an!n13i1 a%%!'ed use"s ! e32!d1 a ne'

pe"s!na a%!gehe"4

Eigh3e1 and =$C!"d ?+D@ unde"s!!d he ia% "e%ai!nship 2e'een $!3pue";3ediaed

$!33uni$ai!n and U&G4 The1 !((e"ed '! p!pu%a" !pini!ns !( !n%ine $!33uni$ai!n ha i

inhe"en%1 $auses is!%ai!n and dea$h3en ("!3 "ea%i1 and !n he $!n"a"1* $!3pue";3ediaed

$!33uni$ai!n $"eaes ine"a$ii1 and (!se"s g"!'h !( ine"pe"s!na% "e%ai!nships4 In a sud1

pe"(!"3ed 21 Eigh3e1 and =$C!"d ! assess he uses and g"ai(i$ai!ns !( Ine"ne use"s 'hen

he1 a$$essed a "ange !( 'e2sies* he1 !2se"ed ha pa"i$ipans indi$aed a p"e(e"en$e (!" he

'e2sie 3!s $%ea"%1 !"gani9ed in hu3an e"3spa"i$ipans "esp!nded 3!s p!siie%1 ! he

'e2sie ha sp!5e in a pe"s!na% !i$e ?p4+/@4 The sud1 suggesed ha Ine"ne use"s s!ugh !

(!se" ine"pe"s!na% "e%ai!nships and "esp!nded 2es ! $!"p!"ae eniies ha sh!'$ased

ine"a$ii1 !n%ine4


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The +/;+D e8a3inai!n !( U&G is essenia% ! unde"sand he $!ne3p!"a"1

ine"p"eai!n !( he !"igina% he!"14 Ruggie"! ?0,,,@ suggesed ha U&G is he 21;p"!du$ !( an

a$ie audien$e ine"a$ing 'ih 3edia $!nen4 Ruggie"! i%%us"aed he signi(i$an$e !( uses and

g"ai(i$ai!ns app"!a$h ! he $!ne3p!"a"1 unde"sanding !( $!3pue";3ediaed $!33uni$ai!n

and he a$ie audien$e4 Ruggie"! (u"he" !((e"ed he!"ies 'ihin U&G !( ine"a$ii1* and

dependen$1* 'he"e he indiidua%6s sais(a$i!n "e%ies !n in(!"3ai!n ("!3 he 3edia s1se3 and

dai%1 s$hedu%es shaped a"!und 3edia $!nsu3pi!n4 Ju8ap!sed 'ih he he!"1 !( dep"iai!n

'he"e a %a$5 !( 3edia si3u%i e!5es $hanges in audien$e pae"ns !( 2ehai!u"4

Uses and g"ai(i$ai!ns he!"1 'as d!"3an i33ediae%1 p"e$eding 3ass

e%e$!33uni$ai!ns and gained p!pu%a"i1 'ih he e3e"gen$e !( digia% 3edia as a 3eh!d 21

'hi$h ! unde"sand h!' audien$es used he n!' as a""a1 !( e$hn!%!gies aai%a2%e4

Ine"a$ii1* Ruggie"! n!ed* 'as (unda3ena% 'ih n!e% $!33uni$ai!n e$hn!%!gies4

A%h!ugh a he i3e !( pu2%i$ai!n* s!$ia% 3edia had n! 3ade is de2u* Ruggie"! ?0,,,@ si%%

"e$!gni9ed he "!%e !( he a$ie audien$e in shaping* $!nsu3ing* and $"eaing he $!nen !( he

Ine"ne4 Cha"a$e"isi$s !( 'ha '!u%d eenua%%1 2e$!3e he 2a$52!ne !( s!$ia% 3edia usage

ana%1sis indiidua%is3 he 3eni!ned* is a de(ining (a$e !( he Ine"ne4 The !"igina% U&G 3us

2e a%e"ed ! a$$!33!dae he ine"pe"s!na% p%a1g"!und !( ine"a$ie $!3pue";3ediaed

$!33uni$ai!n and he idea ha Ine"ne use add"esses pe"s!na%* s!$ia%* and ps1$h!%!gi$a%

needs4As he Ine"ne 2e$a3e he (!"e("!n !( 3ass 3ediaed $!33uni$ai!n* unde"sanding he

'h1 2ehind is p!pu%a"i1 2e$a3e ne$essa"14 La"!se* =as"!* and Easin ?0,,+@ "e$!gni9ed ha

p"ei!us "esea"$h in uses and g"ai(i$ai!ns had %i3ied $!nside"ai!n !( he a"1ing nuan$es !(

ine"pe"s!na% "e%ai!nships !n he Ine"ne4 Thei" sud1 i%%us"aed he p!siie and negaie

i3pa$s !( Ine"ne usage !n s!$ia%;$!gniie 2ehai!u"4 F%anagin and =e9ge" ?0,,+@ a%s! n!ed


9/25

AUTHORING ONLINE REVIEWS: U&G OF YELP D

ha pas U&G sudies hae eihe" p"e$eded he Ine"ne and ne' 3edia !" $h!se ! ign!"e i

eni"e%14 The1 suggesed ha Ine"ne use"s 3i3i$5ed "ea%;%i(e ine"pe"s!na% $!nne$i!n h"!ugh

he use !( in(!"3ai!n $!nsu3ing and $"eaing e$hn!%!gies4

Re(e"en$ing U&G as p"!p!sed 21 )a9 ?+.@* Sa((!"d* Sa((!"d* and S$h5ade ?0,,-@

e8a3ined he 3!iai!ns !( use"s !( he Ine"ne 21 spe$i(i$a%%1 (!$using !n he p"ei!us%1

unideni(ied s!$ia% uses and g"ai(i$ai!ns4 The1 suggesed ha he"e a"e '! p"i3a"1 (!"3s !(

U&G g"ai(i$ai!n ("!3 3edia use* +@ ! $!nsu3e $!nen as in(!"3ai!n !" ene"ain3en and 0@

(!" he e8pe"ien$e !( 2"!'sing and sa3p%ing ne' e$hn!%!g1 ?p40@4 Addii!na%%1* a hi"d aspe$

a%s! e8ised as a p"!du$ !( he Ine"ne* 3edia usage (!" s!$ia% ne'!"5ing and $!33uni$ai!n4

The1 e8a3ined h!' his hi"d g"ai(i$ai!n '!u%d hae 2een !e"%!!5ed in U&G sudies 2e(!"e

he Ine"ne as he !%de" he!"ei$a% 3!de% did n! $!nside" $!3pue";3ediaed $!33uni$ai!n as

a 'idesp"ead (!"3 !( 3edia usage4 Sa((!"d* Sa((!"d* and S$h5ade unde"!!5 he U&G sud1

and !2se"ed a g"!up !( pa"i$ipans and a"ia2%es !( ine"ne usage ?e3ai%* ("iends* ne'!"5ing*

ine"a$i!n* sh!pping@ agains he h"ee g"ai(i$ai!ns !( U&G4 Thei" sud1 indi$aed signi(i$an

usage !( Ine"ne (un$i!ns (!" p"!$ess g"ai(i$ai!ns* $!nen g"ai(i$ai!ns and s!$ia%

g"ai(i$ai!ns ?p4 00@4 A sud1 in$%uding s!$ia% g"ai(i$ai!ns 'as !ne !( he (i"s !( is 5ind !

$!nside" U&G s!$ia% g"ai(i$ai!ns and he Ine"ne4Sa((!"d* Sa((!"d* and S$h5ade (u"he" n!ed he i3p!"an$e !( e;$!33e"$e and 2usiness

a$ii1 ha a((e$s $!nsu3e" pu"$hasing de$isi!ns4 Sin$e hei" sud1 p"e$eded We2 04, and

ine"a$ie s!$ia% p%a(!"3s in hei" 0,+ (!"3* he1 $ha"a$e"i9ed "eai% e;$!33e"$e 'e2sies as

ui%iies in p"!iding $!nsu3e"s 'ih in(!"3ai!n ! 3a5e a pu"$hase de$isi!n and he Ine"ne

as a sh!pping enue he ne'!"5 "e3ained a is 3!s 2asi$ %ee% an in(!"3ai!n de%ie"1

3ediu3 ?p4 0@4 The1 $e"ain%1 "e$!gni9ed he "!%e !( he Ine"ne as a hu2 !( hu3an;


10/25


$!33e"$ia% ine"a$i!n 'he"e $!"p!"ai!ns $an 2ene(i ("!3 unde"sanding he p"!$ess* $!nen*

and s!$ia% g"ai(i$ai!ns !( Ine"ne use"s ! $ae" 2ee" ! hei" 'ans and needs4In a 0,,D U&G sud1 !( Ine"ne usage* a sa3p%e !( unie"si1 sudens 'as su"e1ed !

assess hei" a$ii1 'ih s!$ia% 3edia p%a(!"3s and he g"ai(1ing 7ua%iies he1 "e$eie4 Raa$5e

& !nds;Raa$5e ?0,,D@ (!und ha a signi(i$an nu32e" !( sudens use s!$ia% 3edia* sha"ed

2e'een MySpace and Facebook 4 The p"i3a"1 "eas!ns !" g"ai(i$ai!ns he sudens "e$eied

(u%(i%%ed s!$ia% needs su$h as sa1ing updaed 'ih !%d ("iends and %ea"ning a2!u s!$ia% eens

?p4 +-@4 The auh!"s suggesed ha he nu32e" !( s!$ia% 3edia ("iends ha an indiidua% has

$!""e%aed ! he a3!un !( i3e he1 spend !n%ine* i4e4 a high ("iend $!un 'as s1n$h"!n!us 'ih

e8ended pe"i!ds !( !n%ine i3e4 Rega"ding age de3!g"aphi$s* Raa$5e and !nds;Raa$5e a%s!

$!n(i"3ed ha 1!unge" indiidua%s (a" 3!"e a$7uained 'ih using s!$ia% 3edia han h!se 'h!

a"e !%de"4 Li3ied ! unie"si1 sudens using s!$ia% 3edia and he s!$ia% g"ai(i$ai!ns he1

"e$eie* his sud1 did n! $!nside" he p"!$ess and $!nen g"ai(i$ai!ns a%s! "eie'ed 21

Sa((!"d e a%4a"an and Baid ?0,+0@ dis$ussed n!i!ns !( he a$ie audien$e and he e!%ui!n !( he

U&G app"!a$h !"iginaed 21 He"9!g ?+-,@ and e8ended 21 Lass'e%%* e4 a%4 ?+/@4 a"an and

Baid e8a3ined he his!"i$a% $!nside"ai!ns !( 3edia e((e$s and uses* 'he"e he 7ua%iaie

'h1 and h!' 'e"e dis"ega"ded 21 "esea"$he"s and ade"ising ana%1ss in (a!u" !( he

7uaniaie si9e and 3agniude !( he audien$e4 a"an and Baid $%ai3ed he a$ie audien$e* as

3eni!ned 21 Ruggie"! ?0,,,@* has ne' 3eaning in he digia% age4 Audien$es $"eaed hei"

3eaning ("!3 $!nsu3pi!n !( digia% 3edia* in$%uding he $!nen he1 $"eae and sha"e h"!ugh

he Ine"ne4 a"an and Baid suggesed s!3e "eas!ns 'h1 s!$ia% an8ie1 is !ne !( he $ausa%

(a$!"s !( heighened $!nsu3pi!n !( 3edia* (!" e8a3p%e 'hen an indiidua% see5s ! "e3ain up

! dae 'ih p!p $u%u"e and ne's 'ihin hei" s!$ia% $i"$%e4 Th"!ugh his $!ne8 is 'he"e se%(;


11/25

AUTHORING ONLINE REVIEWS: U&G OF YELP +,

g"ai(i$ai!n appea"s as a $!33!n he3e in he use !( !n%ine p%a(!"3s and s!$ia% 3edia ise%(4

Ved'an ?0,+/@ ea%uaed h!' s!$ia% 3edia su$h as Fa$e2!!5 i3pa$ in"insi$ needs and (ee%ings

!( happiness4 Ved'an $!nse7uen%1 3i""!"ed Eigh3e1 and =$C!"d6s !2se"ai!ns !( Ine"ne

use"s (inding appea% in hu3an s$a%e "ahe" han !pini!ns !( h!se ("!3 a $!"p!"ae eni14

E8panding up!n he g"ai(i$ai!ns !( !n%ine ine"a$ie 3edia* =uda32i and S$hu((

?0,+,@ !2se"ed !n%ine $!nsu3e" "eie's as signi(i$an%1 $ha%%enging pu2%i$ pe"$epi!ns !(

p"!du$s* 2usiness* !" p%a$es4 Whi%e n! di"e$%1 a$5n!'%edging he U&G 3!de%* =uda32i and

S$hu(( a%%uded ! p"!$ess* $!nen* and s!$ia% g"ai(i$ai!ns e8a3ined 21 Sa((!"d e a%4 'he"e

$!nsu3e"s see5 ! gain as 3u$h in(!"3ai!n as p!ssi2%e 2e(!"e 3a5ing a pu"$hasing de$isi!n4

The1 suggesed ha $!nsu3e"s a"e %!!5ing (!" he 3!s a3!un !( in(!"3ai!n in he %eas

a3!un !( i3e* he ine"a$ii1* and hu3an s$a%e !( his in(!"3ai!n is a de$iding (a$!" as 'e%%

?p4 +,@4 )u3a" and en2asa ?0,,@ suggesed ha he"e is a di"e$ i3pa$ !n and 2e'een

!n%ine ea%uai!ns* and sa%es !( p"!du$s* Hu* Liu* and Khang ?0,,D@ !2se"ed h!' ine";

$!nsu3e" "e%ai!nships $i"$u3en he "!%e !( a $!"p!"ai!n6s pu2%i$ "e%ai!ns and 3a"5eing4Sa((!"d* Sa((!"d* and S$h5ade ?0,,-@ i%%us"aed he i3p!"an$e !( e;$!33e"$e as a

2u"ge!ning se$!" !( 3edia use4 In $!n#un$i!n 'ih 2!h Eigh3e1 and =$C!"d ?+D@ and

Ruggie"! ?0,,,@ suggesing ine"a$ii1 as a signi(i$an $!3p!nen !( U&G in he 0+s $enu"1*

!n%ine "eie's 21 $us!3e"s (!" $us!3e"s hae he"e(!"e $"eaed a ne' ine"p"eai!n !( Ine"ne

uses* g"ai(i$ai!ns and e((e$s4

Method

1 using he he!"ei$a% 3!de% !( U&G ! ine"p"e (indings* he sud1 (!" his Caps!ne

p"!#e$ !2se"ed he !n%ine a$ii1 !( h"ee use"s !n "eie' agg"egaing 'e2sie* Yelp4 The sud1

ideni(ied he g"ai(1ing 7ua%iies !( Yelp a$ii1 21 se%e$ing h"ee !( he !p Yelp use"s in he

E%ie S7uad and h"!ugh a $!nen ana%1sis* e8a3ined hei" pu2%i$ p"!(i%e pages ! ea%uae hei"

a$ii1 !n he p%a(!"34 A Yelp use"6s p"!(i%e page !((e"s in(!"3ai!n su$h as a pe"s!na% ph!!* a


12/25

AUTHORING ONLINE REVIEWS: U&G OF YELP ++

!a% nu32e" !( "eie's '"ien* !a% "eie' !es "e$eied ?Use(u%* Funn1* C!!%@* !a%

C!3p%i3ens* !a% ph!!s up%!aded* and 2"ie( snapsh!s a2!u hei" pe"s!na%i14 The use" $an

a%s! see h!' 3an1 isi!"s ie'ed hei" "eie's and ph!!s* and a su3 !( pu2%i$ isis ! hei"

p"!(i%e4

This sud1 3!ni!"ed see"a% (a$!"s a$"!ss he h"ee se%e$ed Yelpe" p"!(i%es (!" a h"ee;

3!nh pe"i!d 2e'een Janua"1 and =a"$h 0,+ ; he (i"s 7ua"e" !( he ne' 1ea" and

p"esu3a2%1 a i3e 'hen indiidua%s a"e in$%ined ! "1 ne' "esau"ans !" a$$ess ne' 2usinesses4

The sud1 $!3pa"ed he !a% !es and C!3p%i3ens he Yelpe"s "e$eie ("!3 he $!33uni1

'ih he agg"egae a3!un !( "eie's he1 hae pu2%ished ! ideni(1 a "e%ai!nship 2e'een

(eed2a$5 and in$"eased a$ii1 !n he 'e2sie4 T"ae%ing (!"'a"d in i3e ("!3 he (i"s "eie' !

he %aes* a"e he"e 3!"e ph!!s< A"e he "eie's "e$eiing an in$"e3ening nu32e" !( !es<

H!' 3an1 C!3p%i3ens and Reie' V!es did he pa"i$ipans "e$eie< H!' 3an1 ne' "eie's

pu2%ished 'ihin he sud1 pe"i!d<

The 3eh!d!%!g1 (!" his sud1 did n! p"esen an1 signi(i$an !2sa$%es as he ana%19ed

daa 'as aai%a2%e !n a (u%%1 a$$essi2%e !n%ine p%a(!"34 In ani$ipaing p!ssi2%e $ha%%enges* he

sud1 3a1 hae (!und ha he se%e$ed use"s 'e"e n! a$ie !n he p%a(!"3 du"ing he spe$i(ied

pe"i!d4 In his $ase* !n%1 he use"s6 p"ei!us%1 pu2%ished $!nen 'as p"!p!sed (!" e8a3inai!n*

and hei" a2sen$e '!u%d 2e n!ed as i 3a1 !" 3a1 n! (!%%!' a pae"n !( a$ii1 $!n"i2uing !

he 3easu"ed a"ia2%es4 H!'ee"* his 'as (!und n! ! 2e an issue as he pa"i$ipans a%%

disp%a1ed a"1ing %ee%s !( $!ninued a$ii1 du"ing he sud1 pe"i!d4

indings

This p"!#e$ ana%19ed he p!ss and $!33ens ("!3 h"ee E%ie S7uad Yelp use"s* Bae

A4* J!hn L4* and Naasha W4 The sud1 a%e"ed he na3es (!" $!n(idenia%i1 pu"p!ses4 O2se"ed

du"ing he spe$i(ied (i"s h"ee 3!nhs !( 0,+* Janua"1 ! =a"$h* Ta2%e + $!3pa"es he p"!(i%e


13/25

AUTHORING ONLINE REVIEWS: U&G OF YELP +0

saisi$s 2e'een he h"ee Yelp use"s4 The %e( $!%u3n indi$aes he spe$i(i$ (!"3 !( use" a$ii1

'hi%e he su$$eeding $!%u3ns "ep"esen he !a% $!uns (!" ea$h use"4

Ta2%e +

Yelp Elite Squad User StatisticsUse" Na3e Bae A4 J!hn L4 Naasha W4

T!a% 1ea"s as E%ie

S7uad 3e32e"

. 0 -

T!a% pu2%ished

"eie's

0., +0/ 0/+

T!a% Reie' V!es +*/0, 0 +*/,+

T!a% ("iends -0+ +. 0--

T!a% C!3p%i3ens 0- 0 .-/T!a% ne' "eie's +D 0D D

T!a% ne' Reie'

V!es

0 0+ .,

T!a% ne' ph!!s +- +D -T!a% ne'

C!3p%i3ens

00 + +0

T!a% ne' ("iends , -

F"!3 he daa in Ta2%e +* he"e appea"s ! 2e a "e%ai!nship 2e'een he nu32e" !( 1ea"s

as an E%ie S7uad 3e32e"* he nu32e" !( "eie's pu2%ished* and he !es "e$eied !n h!se

"eie's4 Use" Bae A4* he %!nges "eigning E%ie 3e32e" (!" (ie 1ea"s* pu2%ished a !a% !( 0.,

"eie's* +D !( h!se du"ing he sud1 pe"i!d and a%% "e$eied a !a% !( +*/0, Use(u%* C!!%* and

Funn1 !es ("!3 (e%%!' Yelp use"s4 =ean'hi%e he 1!unges use"* J!hn L4 has 2een an E%ie

3e32e" (!" '! 1ea"s and pu2%ished +0/ "eie's* !( 'hi$h 0D '"ien du"ing he sud1 pe"i!d4

=ean'hi%e* Naasha W4 has 2een an E%ie 3e32e" (!" (!u" 1ea"s and pu2%ished 0/+ "eie's*

eigh du"ing he !2se"ai!n pe"i!d and a3assed +*// Reie' V!es !e"a%%4 The "e%ai!nship

2e'een he nu32e" !( "eie's and !es indi$aes a g"ai(1ing (eed2a$5 %!!p ha en$!u"ages

he Yelp use" ! p!s ne' $!nen $!ninua%%14 Bae "e$eies di"e$ g"ai(i$ai!n in he (!"3 !(

0 !es in his +D ne' "eie's* 'hi$h is an ae"age !( + p!siie !es pe" "eie'4


14/25

AUTHORING ONLINE REVIEWS: U&G OF YELP +/

C!3pa"aie ! he !he" use"s in his sud1* Bae has he highes saisi$s !e"a%% and suggess

his a$$e%e"aed "ae !( a$ii14J!hn had he highes $!un !( a$ii1 du"ing he sud14 He pu2%ished he 3!s* 0D

"eie's and +D ph!!s* s!3ei3es p!sing see"a% "eie's in !ne da1 2u "e$eied he %!'es

ne' !es a 0+4 =an1 !( J!hn6s "eie's had n! !e (eed2a$5 a%!gehe"4 =ean'hi%e* Naasha

pu2%ished (a" %ess ne' "eie's han J!hn and "e$eied ., !es 2e'een D "eie's4 The an!3a%1

'ih he a$ii1 is ha J!hn is $!ninua%%1 pu2%ishing "eie's 2u "e$eiing 3ini3a% (eed2a$5

("!3 he Yelp $!33uni14 Wha* he"e(!"e* 3!iaes and g"ai(ies hi3 ! p!s "egu%a" "eie's<

J!hn6s saisi$s a"e* h!'ee"* unde"sanda2%1 %!' sin$e he has 2een an E%ie Yelpe" (!" #us '!

1ea"s 'hi%e Bae and Naasha hae had E%ie saus (!" . and (!u" 1ea"s "espe$ie%14

Naasha and Bae hae see"a% $!3p!nens ha en$!u"age he3 ! p!s as he1 hae

ea$h a3assed a signi(i$an (!%%!'ing !( ("iends -0+* and 0-- "espe$ie%14 Bae has a%s!

"e$eied a !a% !( 0- C!3p%i3ens* and Naasha has "e$eied .-/4 The"e(!"e* he daa (u"he"

suggess (!"3s !( i"ua% g"ai(i$ai!n he Yelp p%a(!"3 !((e"s is use"s4 Sin$e he h"ee use"s in

his sud1 hae 2een pa" !( he E%ie S7uad* he heade"s !( hei" indiidua% p"!(i%es indi$aes he

nu32e" !( 1ea"s he1 hae 2een an E%ie 3e32e"* high%ighed in 2"igh "ed and 1e%%!'4 An

aeshei$ $!3p!nen ha ses he3 apa" ("!3 an!he" Yelp use"s and is isua%%1 i%%us"aed in

Addendu3 A4 Si3i%a"%1* he saisi$s in Ta2%e + !n he use" p"!(i%e page see5 ! 3a"5e he use"

as an e8$epi!na% pa" !( he Yelp !n%ine $!33uni1* sh!'n in Addendu3 4 The E%ie i%e is

pa" !( hei" $"edenia%s !n he 'e2sie4 Unde" an1 "eie' he1 p!s* hei" na3e* ph!!* he

nu32e" !( ("iends* and he !a% nu32e" !( "eie's appea"s 'ih he E%ie ag%ine unde"neah4

In "espe$ ! !n%ine use" g"ai(i$ai!ns* he a"i!us $!3p!nens !( a Yelp use"6s p"!(i%e a"e

see3ing%1 designed ! e!5e an idea !( supe"i!"i1 ! h!se 'h! hae a3assed a %a"ge (!%%!'ing4

!iscussion


15/25

AUTHORING ONLINE REVIEWS: U&G OF YELP +-

A"e !n%ine "eie';agg"egaing 'e2sies ana%!g!us ! "adii!na% s!$ia% 3edia< A p%a(!"3

su$h as Yelp !pe"aes e8$%usie%1 ! p"!ide in(!"3ai!n !n %!$a% g!!ds and se"i$es 2ased !n

!pini!ns !( $!nsu3e"s !( h!se $!33!diies4 Cha"a$e"isi$a%%1* Yelp has he $!"e e%e3ens !(

s!$ia% 3edia su$h as a (u%%1 $us!3i9a2%e use" p"!(i%e page* $!nne$ing 'ih ("iends* and

$!n"i2uing in(!"3ai!n ! a pu2%i$ sphe"e4 Yelp (u"he" !((e"s pe"s!na% p"!(i%e pages ha $aa%!g

ea$h use"6s a$$!3p%ish3ens !n he "espe$ie p%a(!"3s as a i"ua% "!ph1 $ase4

A feedbac" loop# The (indings and "esu%s ("!3 Yelp use" a$ii1 indi$ae an a%ign3en

'ih he ("a3e'!"5 !( uses and g"ai(i$ai!ns he!"14 The !2se"ai!ns ("!3 his sud1 "e%ae !

he ana%1sis 21 Raa$5e and !nds;Raa$5e ?0,,D@4 The1 high%ighed h!' pa"i$ipans disp%a1ed

in$"eased ine"a$i!n 'ih s!$ia% 3edia and Ine"ne ine"a$ii1 2ased !n he nu32e" !( ("iends

and he (eed2a$5 "e$eied4 A3!ngs he h"ee Yelp use"s* a ("iend and (eed2a$5 2ased

"e%ai!nship 'ih a$ii1 is $e"ain%1 appa"en4 C!3pa"ed 'ih he !he" sud1 pa"i$ipans* use"

Bae had he %a"ges (!%%!'ing !( ("iends and had pu2%ished he 3!s "eie's !e"a%% and

"e$eied he 3!s p!siie !es ("!3 he Yelp $!33uni14 U&G he!"ies (u"he" sugges he

s!$ia% g"ai(i$ai!ns use"s "e$eie ("!3 he ine"ne* as dis$!e"ed 21 Sa((!"d* Sa((!"d* &

S$h5ade ?0,,-@4 Bae a%s! "e$eied -0, C!3p%i3ens !n his p"!(i%e* a%!ng 'ih he !a% !es

!n his "eie's4 The daa suggess a desi"e (!" s!$ia% g"ai(i$ai!n and a$$epan$e en$!u"ages

Bae6s a$ii14 Bu"ing he sud1 pe"i!d* Bae p!sed +D ne' "eie's (!" 'hi$h he "e$eied 0

!es !a%* added si8 ne' ("iends and 00 p"!(i%e C!3p%i3ens4 The nu32e"s i%%us"ae* (!" Bae*

a $!ninua%%1 "!aing %!!p 2e'een a$ii1* (eed2a$5* and s!$ia% g"ai(i$ai!n h"!ugh "e$eiing

C!3p%i3ens and adding ne' ("iends 2ased !n his a$ii14

!h Bae and Naasha6s a$ii1 (eed2a$5 s"!ng%1 a%igns 'ih )a9* %u3%e"* and

Gu"ei$h6s !"igina% U&G he!"1 and (!u" (un$i!na% ine"p"eai!n 3!de%4 )a9 e a%4 suggesed

ha e8e"na% a%idai!n (u%(i%%s in"insi$ desi"es !( a$$epan$e4 S!$ia% 3edia g"ai(i$ai!n as a


16/25

AUTHORING ONLINE REVIEWS: U&G OF YELP +.

'h!%e sis up!n his e"1 n!i!n use"s p!s hei" !pini!ns pu2%i$%1 !n T'ie" in h!pes !(

"e$eiing (eed2a$5 ("!3 he $!33uni1 su$h as "ep%ies* (a!u"ies* and "e'ees4 Si3i%a"%1* Yelp

use"s su23i "eie's 'ih he e8pe$ai!n !( "e$eiing p!siie%1 $!ded (eed2a$5 ("!3 hei"

(e%%!' use"s4 The h"ee 1pes !( Reie' V!es "e(%e$ di((e"en p!siie !pini!ns* Funn1* C!!%*

and Use(u% and se"e as a%idai!n !( ie's ("!3 an !uside pa"14

A lac" of feedbac" and activity# An ine"esing pa"adig3 is ! $!nside" i( Bae !"

Naasha had "e$eied %i%e ! n! p!siie (eed2a$5 !n hei" a$ii1 du"ing he sud1 pe"i!d4

W!u%d a %a$5 !( (eed2a$5 !" ne' ("iends hae a((e$ed he %ee% !( a$ii1< Ce"ain%1 i3p!"an

'hen $!nside"ing he a$ii1 !( use" J!hn* 'h! 21 (a" "e$eied he %!'es (eed2a$5 du"ing he

sud1 pe"i!d 2u a he sa3e i3e* had he highes nu32e" !( "eie's pu2%ished in he i3e("a3e4

Wha* hen 3!iaes J!hn ! p!s ("e7uen "eie's !n Yelp< F"!3 he daa* i appea"s ha s!$ia%

g"ai(i$ai!ns a"e n! ne$essa"i%1 2eing (u%(i%%ed ("!3 his !n%ine a$ii1 sin$e he "e$eied 0D

!es a$"!ss his 0+ ne' "eie's and + C!3p%i3en4 Ruggie"! suggess ha ine"a$ii1

s"enghens U&G (!" he a$ie use"4 Pe"haps hen* J!hn6s 3!iai!ns a"e "e$eied ("!3 he

(!"3a !( he Yelp p%a(!"3 ise%(< As 'as n!ed in he Findings* Yelp E%ie use" p"!(i%e hae a

(e' uni7ue $ha"a$e"isi$s ha he%p se he3 apa" ("!3 !he" use"s4 =!s p"!3inen%1* he1

"e$eie a "ed E%ie 2adge disp%a1ed unde"neah hei" na3e !n he 'e2sie4 A%s! (eau"ed a%!ng

'ih !he" Yelp E%ie S7uad 3e32e"s !n he dedi$aed E%ie S7uad 'e2sie* J!hn en#!1s

"e$!gnii!n as an e8$epi!na% pa" !( he $!33uni14 As seen in Addendu3 A* a use"6s p"!(i%e

saisi$s a"e disp%a1ed using 7ui"51* $!%!u"(u% i$!ns and p"esened in an a"a$ie %is (!"3a ha

"eads %i5e an a3a%ga3ai!n !( %i(ei3e a$hiee3ens4 The p%a(!"3 indeed p"!ides a sense !(

ine"a$ii1 ha see5s ! engage is use"s4 N! isi2%e ! he pu2%i$ a"e a use"6s p"!(i%e ie's*

ha !n%1 he use" he3se%es $an a$$ess4 This in(!"3ai!n* a%s! disp%a1ed in an aeshei$a%%1

p%easing 3anne"* adds ! he %is !( Yelp a$hiee3ens4 Pe"haps sin$e J!hn has 2een an E%ie


17/25


3e32e" (!" '! 1ea"s* signi(i$an%1 %ess $!3pa"ed ! his sud1 $!une"pa"s* he is 3!iaed 21

he ineni!n !( in$"easing his a$ii1 and eenua%%1 gaining (!%%!'e"s* ("iends* and

$!3p%i3ens4

Yelp use"s in he sud1 see3ed in$%ined !'a"ds 2!h s!$ia% and $!nen g"ai(i$ai!ns* as

he p%a(!"36s Reie' V!es and C!3p%i3ens (eed2a$5 p"!ide g"ai(1ing 7ua%iies4 Sa((!"d e

a%4 in$%uded a hi"d ine"ne g"ai(i$ai!n h"!ugh s!$ia% ine"a$i!n ha 3!s $e"ain%1 a%igns 'ih

he a$ii1;(eed2a$5 "e%ai!nship !2se"ed in his sud14 The Ine"ne is a p%a1g"!und (!" s!$ia%

ine"a$i!n and as 3e32e"s !( a s!$ia% eni"!n3en* use"s e8pe$ "e$ip"!$i1 (!" an1 $!nen he1

de$ide ! 3a5e pu2%i$4 Indeed* he "eas!n (!" he 3ass p!pu%a"i1 !( p%a(!"3s su$h as Instagram

is he n!i!n !( he like4 A %a$5 !( (eed2a$5 '!u%d negae he pu"p!se !( he s!$ia% 3edia

p%a(!"3 and 3!"e!e"* he"e '!u%d hae 2een (a" %ess ine"es and p!pu%a"i1 in using he

se"i$e4 Si3i%a"%1* i( Yelp had n! (!"3 !( (eed2a$5 !" s!$ia% ine"a$i!n !pi!ns aai%a2%e* '!u%d

use"s si%% pu2%ish "eie's< The $u""en !n%ine s!$ia% $%i3ae '!u%d sugges n! use"s e8pe$ !

2e a2%e ! "e$eie p!siie%1 $!ded (eed2a$54A"e he "eade"s $%i$5ing !n Funn1* C!!%* and Use(u% 2u!ns and sending C!3p%i3ens !

Yelp use"s in$%ined ! "e%1 !n he !pini!ns !( he 'e2sie use"s "ahe" han he 2usinesses

he3se%es< Eigh3e1 and =$C!"d ?+D@ and Ved'an ?0,+/@ high%ighed h!' Ine"ne use"s

'e"e in$%ined ! use he 'e2sie !" p%a(!"3 3!s !"gani9ed !n a hu3an s$a%e4 In he s!$ia%

3edia age* hei" suggesi!ns $!u%d n! "ing "ue"4 Ine"ne use"s disp%a1 2ehai!u"s !( "e%1ing !n

he !pini!ns !( hund"eds !( (e%%!' use"s "ahe" han he 3essage !( !ne $!"p!"ae eni14 The

un"egu%aed $!nen pu2%ished 21 !"dina"1 indiidua%s see3 ! 2e (a" 3!"e un2iased and "ea%isi$

han he p!%ished ade"ise3ens ha a 2usiness '!u%d sha"e4 ased !n he Reie' V!es

"e$eied 21 he h"ee sud1 pa"i$ipans* "eade"s 'e"e a%s! 7uie a$ie in $!nsu3ing he

pu2%ished $!nen and e8p"essing hei" (eed2a$54 Fu"he"3!"e* he"e 3a1 hae a%s! 2een a


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signi(i$an nu32e" !( "eade"s !( he "eie's !e"a%% as n! a%% use"s '!u%d hae !ed !" 2e

"egise"ed use"s !( Yelp ! 2e a2%e ! d! s!4 As p"!(i%e !" "eie' ie's saisi$s 'e"e n! 3ade

pu2%i$* he in(!"3ai!n 'as n! in$%uded in his sud14

$%%aterial rewards# Re(e""ing ! he !"igina% "esea"$h 7uesi!ns* he p"i3a"1 1pe !(

g"ai(i$ai!n ha auh!"s "e$eie ("!3 '"iing !n%ine "eie's is s!$ia%* and is a%s! he d"iing

(a$!" (!" he use !( a p%a(!"3 su$h as Yelp Th!ugh* he g"ai(1ing 7ua%iies !((e"ed 21 Yelp and

!he" s!$ia% 3edia a"e "e'a"ds ha e8is s!%e%1 'ihin he $!n(ines !( he Ine"ne p%a(!"34 The

2ene(i is n! a angi2%e* ph1si$a% e%e3en su$h as 3!nea"1 $!3pensai!n ha is (!" he

3a#!"i1* he 3!s $!eed !( "e'a"ds (!" %a2!u"4 In he s!$ia% 3edia age* he"e is an eiden shi(

("!3 see5ing "ea% '!"%d (inan$ia% "e'a"ds ! "eaping a digia% $u""en$1 !( %i5es and p!siie

(eed2a$5 ("!3 pee"s and s"ange"s4 Yelp d!es n! !((e" an1 (!"3 !( $!3pensai!n (!" he

$!n"i2ui!ns !( a use"* een (!" he 3!s high%1 "ega"ded use"s !n he p%a(!"3* he E%ie S7uad4

H!'ee"* use"s !( he p%a(!"3 d! n! see3 upse 'ih he %a$5 !( ph1si$a% "e'a"ds4 The1 appea"

! 2e $!nen 'ih pu2%ishing hei" !pini!ns in he (!"3 !( "eie's !n Yelp* 'ih n! e8pe$ai!n

!( $!3pensai!n* 2u "ahe" a desi"e ! "e$eie "eie' !es !( Funn1* C!!%* and Use(u% !" p"!(i%e

C!3p%i3ens4 The !n;s$"een g"ai(1ing $!3p!nens a%%ude ! h!' $!33uni$ai!n has e!%ed

in he digia% age 'ih an in$"eased need (!" s!$ia% a$$epan$e and a%idai!n4 S!$ia% 3edia use"s

e8!%% hei" !pini!ns and sha"e a"i!us pe"s!na% deai%s !n Ine"ne p%a(!"3s 'ih he ineni!n !(

haing hei" h!ughs and pe"s!na%iies a%idaed 21 Ine"ne $ii9en"14O((;s$"een* he use"s !( Yelp! a"e de!id !( he p"ii%eges and saus he1 hae a$hieed

!n%ine4 In he ph1si$a% '!"%d* a Yelp use" "esu3es hei" ee"1da1 %i(e 2u 'ihin he $!ns"u$ !(

he p%a(!"3* he1 a"e "e$!gni9ed as a p!pu%a" pe"s!na%i1* a3assing a %a"ge nu32e" !( ("iends

and "e$eiing hund"eds !( p!siie (eed2a$5 !es4 The"e(!"e* a need (!" a$$epan$e is

n!ne8isen h"!ugh $!33uni$ai!n in he "ea% '!"%d !n as %a"ge !( a s$a%e 2u is (u%(i%%ed 21 he


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AUTHORING ONLINE REVIEWS: U&G OF YELP +D

digia%4 Pe"haps use"s Bae* Naasha* and J!hn d! n! (ind g"ai(1ing aspe$s !( $!33uni$ai!n

and a%idai!n h"!ugh an ine"pe"s!na% $!nne$i!n in he "ea% '!"%d4 Pe"haps 'he"e "adii!na%

$!33uni$ai!n (ai%ed* Yelp and !he" s!$ia% 3edia !((e" a p%a(!"3 (!" hei" !pini!ns ! 2e

a%idaed4 B! i33e"si!n in! he digia% '!"%d $ause dea$h3en and is!%ai!n ("!3 he ph1si$a%<

Eigh3e1 and =$C!"d suggesed ha $!3pue";3ediaed dis$!u"se $e"ain%1 $auses se$%usi!n

and a "i( 2e'een he angi2%e and he i"ua%4 A dis$!nne$ ("!3 he "ea% and see5ing ph1si$a%

"e'a"ds ! a desi"e ! %ie in he digia% and "e$eie i"ua% 2ene(is (u"he" high%ighs he

i33e"sie and ine"a$ie 7ua%iies !( s!$ia% 3edia4 Yelp6s ine"a$ie aeshei$s as seen in

Addendu3s A and * see5 ! assu"e he use" !( hei" p"!g"ess and saus 'ihin he Ye%p

$!33uni1 p!siie%14 Is!%ai!n $an 2e a $!nse7uen$e i( an indiidua%6s "ea% %i(e su((e"s ("!3

neg%e$ $aused 21 i33e"si!n in! hei" i"ua% pe"s!na4 Ine"pe"s!na%* (a$e;!;(a$e $!nne$i!n is

h"eaened as a 5e1 (a$e !( "adii!na% $!33uni$ai!n 'hen Ine"ne use"s p"e(e" e$hn!%!g1 as a

$!ndui (!" $!33uni$ai!n 'ih he ineni!n !( g"ai(1ing he sa3e needs4

&rowd'sourced publicity# usinesses $e"ain%1 2ene(i ("!3 he $!nsu3e"s need (!"

ph1si$a% g"ai(i$ai!n ! he digia%4 Yelp p"!ides a 2usiness 'ih a page* 'he"e $!nsu3e"s !( he

spe$i(i$ se"i$e $an e8p"ess hei" !pini!ns 2!h p!siie and n!4 F!" $!"p!"ae eniies ha hae

n!"3a%%1 "e$"uied 3a"5eing and pu2%i$ "e%ai!ns agen$ies ! 3a"5e hei" 2"and* Yelp p"!ides

("ee* $"!'d;s!u"$ed pu2%i$i14 Use"s* su$h as h!se in his sud1* sha"e unadu%e"aed des$"ipi!ns

!( hei" e8pe"ien$e a%!ng 'ih isua% 3edia4 As 2!h p"ei!us%1 pu2%ished %ie"au"e and his

sud1 (u"he" de3!ns"aed* p!enia% $!nsu3e"s !( a p"!du$ !" se"i$e hae indi$aed an

in$%inai!n ! "e%1 !n he !pini!ns !( hei" (e%%!' $!nsu3e"s han h!se !( he 2usiness ise%(4 The

p!'e" s"u$u"es !( $!33uni$ai!n ("!3 a sing%e %a"ge* $!"p!"ae eni1 he e8pe"* a"e

"ans(e""ed in! he hands !( see"a% $!nsu3e"s4 The "adii!na%* e"i$a% !p;d!'n (!"3a !(

2usiness;!;$!nsu3e" $!33uni$ai!n is pu in #e!pa"d1 as a h!"i9!na% $!nsu3e";!;$!nsu3e"


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s"u$u"e gains in$"easing p!pu%a"i14 Appea%ing ! a hu3an s$a%e !( $!33uni$ai!n is

signi(i$an in unde"sanding h!' he s"!ngh!%d !( p!'e" has shi(ed ; an aspe$ ha is 2!h

2ene(i$ia% and h"eaening (!" a 2usiness4 I( $!nsu3e"s a"e 3!"e "e%ian !n he !pini!ns !( !n%ine

"eie's "ahe" han ade"ise3ens* he $!"p!"ai!n %!ses $!n"!% !( is 2"and and 3essage4

Th"!ugh $!3pue";3ediaed $!33uni$ai!n* $!nsu3e"s ine"a$ 'ih !he"s as in(%uen$e"s !

(!"3 hei" edu$aed !pini!n4 The n!i!ns !( he a$ie audien$e and he a$ie use" a"e eiden

h"!ugh a $!nsu3e";!;$!nsu3e" $!33uni$ai!n s"u$u"e4

&onclusion

The sud1 (!" his Caps!ne p"!#e$ indi$aed* (!" use"s* a desi"e ! "eap digia% s!$ia%

g"ai(i$ai!ns as "e'a"ds (!" hei" %a2!u" !( pu2%ishing !n%ine "eie's4 Whi%e sud1 pa"i$ipans

a%s! indi$aed g"ai(i$ai!n ("!3 he p"!$ess !( p"!iding in(!"3ai!n and $!n"i2uing ! $!nen

!n he Ine"ne4 The %ee% !( (eed2a$5 he1 indiidua%%1 "e$eied !n hei" Yelp "eie's suggesed

h!' "eade"s and (e%%!' Yelp use"s ine"a$ed 'ih he pu2%ished $!nen and a%ue he !pini!ns !(

he auh!"s4

Unde"sanding uses and g"ai(i$ai!ns !( s!$ia% 3edia and !n%ine "eie's see5 ! ana%19e

h!' indiidua%s $!33uni$ae and ine"a$ in he digia% age4 e(!"e he e3e"gen$e !(

$!%%a2!"ai!n and $!nen $!n"i2ui!n h"!ugh We2 04,* h!' did indiidua%s gain g"ai(i$ai!n

si3i%a" ! ha "e$eied h"!ugh s!$ia% 3edia< Bid his spe$i(i$ (!"3 !( g"ai(i$ai!n e8is 2e(!"e

s!$ia% 3edia< Th"!ugh he his!"i$a% e!%ui!n !( U&G he!"1* ea"%1 (!"3s !( pu2%i$%1

"ans3ied 3edia su$h as "adi! and e%eisi!n p"!ided $!nen g"ai(i$ai!n ("!3 audien$es

$!nsu3ing $!nen (!" ene"ain3en and in(!"3ai!n4 H!'ee"* he"e 'as %i3ied a2i%i1 2e(!"e

We2 04, (!" an1 indiidua% ! pu2%ish hei" !pini!n ! a g%!2a% sphe"e and ne'!"5 !( in(!"3ai!n

and "e$eie $!ded (eed2a$54 N! $!nside"ed as di"e$ $!nse7uen$es !" "eas!ns (!" $!nsu3ing

3edia $!nen* 'e"e s!$ia% g"ai(i$ai!ns4 e(!"e We2 04, and he $"eai!n !( he s!$ia% p%a(!"3*

audien$es 'e"e $!nsu3e"s !( $!nen and n! he $"ea!"s !( 3edia ha he1 a"e !da14


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AUTHORING ONLINE REVIEWS: U&G OF YELP 0,

C!u%d digia%* $!3pue";3ediaed $!33uni$ai!n and a i"ua% "e'a"d s1se3 "ep%a$e he

need (!" ph1si$a% g"ai(i$ai!n< As he p!pu%a"i1 !( We2 04, p%a(!"3s 2e$!3es in$"easing%1

ine"a$ie and p"!ides a 31"iad !( $hanne%s ! $!33uni$ae* he appea% !( i33e"si!n in! he

i"ua% g"!'s e8p!nenia%%14


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AUTHORING ONLINE REVIEWS: U&G OF YELP 0+

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*onsumer Use R!u%edge4

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ea%uai!ns !( 'e2sies4 In$ormation Systems .esearc"4 0, ?-@* -0.;-/4 d!i:

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La"!se* R4* =as"!* B4* Easin* =4 S4 ?0,,+@4 Unde"sanding ine"ne usage: a s!$ia%;$!gniie

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d!i: +,4++M,D--//,+,+,,-,+

http://dx.doi.org/10.1016/S0148-2963(97)00061-1http://pubsonline.informs.org/doihttp://pubsonline.informs.org/doihttp://dx.doi.org/10.1016/S0148-2963(97)00061-1


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AUTHORING ONLINE REVIEWS: U&G OF YELP 00

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00?0@* +;++4 d!i: +,4+,DM$p240,,4,,.R!ge"s* E4 =4 ?+D@4 *ommunication tec"nology4 Ne' Y!"5* NY: F"ee P"ess4

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W"igh* C4 ?+-@4 Fun$i!na% ana%1sis and 3ass $!33uni$ai!n "eisied4 In J4G4 %u3%e" & E4

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Pu2%i$ai!ns* In$4 Re"ieed ("!3 hp:MM"esp!i!"1upenn4eduMas$pape"sMDYe%p4 ?0,+@4 Re"ieed =a"$h /,* 0,+ ("!3 Baid S46s Reie's* T!"!n!* Ye%p:

hps:MM'''41e%p4$aMuse"deai%s


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AUTHORING ONLINE REVIEWS: U&G OF YELP 0/

Addendu% A


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AUTHORING ONLINE REVIEWS: U&G OF YELP 0-

Addendu% (

Authoring Online Reviews: Uses and Gratifications of Yelp

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