Reviewer social class influences responses to online evaluations of an organization

Abstract

This paper examines social class-based differences in influence in online review contexts. We explore four mechanisms for how a review writer’s social class may affect readers’ evaluations of the organization. First, we argue that, via a “contagion” process, organizations reviewed by higher-class individuals will be evaluated more positively than organizations reviewed by lower-class individuals. Second, we expect that higher-class reviewers will be seen as more knowledgeable; thus, their opinions will be more influential in shaping others’ opinions. Third, we expect that reviewers will be seen more influential when they review organizations that match their social class. Fourth, we expect people to be more influenced by those who share their own class background. A large-scale observational study of reviews (N = 1,234,665) from Yelp.com finds support for the contagion, the organization-reviewer social class matching, and the reviewer-participant social matching hypotheses, but disconfirms the hypothesis that higher-class reviewers are always treated as having more expertise. Two experimental studies (N = 354 and N = 638) demonstrate that reviewer class plays a causal role in both a contagion process and in an assumption of higher-class knowledge process, but do not provide evidence for the reviewer-participant social matching hypothesis.