Department Seminar - Nov 2017 Dr Tom van Laer
What Happens in Vegas Stays on TripAdvisor? Computerized Text Analysis of Narrativity in Online Consumer Reviews
Dr Tom van Laer
Cass Business School, University of London
Whether they are on material or experiential purchases, online consumer reviews are one of the most influential forms of word of mouth. Despite their relevance, extant contributions largely ignore reviews of experiential purchases. Taking a narratological perspective, this article distinguishes between elements of narrative content and narrative expression, the “what” and “how” of storytelling, in experience reviews. The authors integrate narrative content elements derived from previous literature, conceptualize genre as a narrative expression element whose changing emotions create five story shapes, and conceive drama as a narrative expression element with early or late emotional climaxes. The authors test the persuasive effects of the narrative elements with both a computerized text analysis of 190,461 reviews of 989 experiences on TripAdvisor and two follow-up studies. Beyond the narrative content elements, the narrative expression elements contribute to additional variance in narrative transportation—mental engrossment in the narrative world—and subsequent persuasion.
Tom van Laer is Senior Lecturer in Marketing at Cass Business School. He studies storytelling, social media, and consumer behaviour. His research is published in premier and leading academic journals, including the Journal of Consumer Research, Journal of Management Information Systems, International Journal of Research in Marketing, European Journal of Marketing, Journal of Business Ethics, Journal of Interactive Marketing, Journal of Marketing Management, et cetera. His work has been covered by the BBC, Newsweek, Daily Mail, Daily Telegraph, the Independent, Financial Times, the Sydney Morning Herald, and national TV and radio stations in Austria, Australia, Germany, and the Netherlands, among other news outlets. Previously, he has been a consultant of the European Commission, Assistant Professor at ESCP Europe Business School, and a visiting scholar at the Universities of Sydney and New South Wales in Australia. He holds a doctorate in marketing (PhD) from Maastricht University, the Netherlands. Though Tom has won awards for his academic research, teaching, and media exposure, he still counts winning his high school's story-reading competition in 1995 as his most impressive accomplishment.
Topic: What Happens in Vegas Stays on TripAdvisor? Computerized Text Analysis of Narrativity in Online Consumer Reviews
Speaker: Dr Tom van Laer, Senior Lecturer in Marketing at Cass Business School, City, University of London
Data/time: Tuesday 21 November 2017, 12:30pm - 1:30pm
Venue: E4A Room 623, Macquarie University