The evolution of online reviewers

Abstract

Majority of the literature on online communities and online social media focuses on individual behavior and the effect of this behaviour on businesses and society. A few studies have also examined how users consume the content available on social media platforms and the effect of the content on individuals’ behavior. However, we are yet to understand how the continuous participation of online community members influences and changes them. This effect can be studied in a community of practice in which members can frequently contribute and observe the reaction of others towards their contribution (Wenger, 1998). The primary objective of this research was to investigate the member evolution in online Communities of practice over time. To achieve this objective, we focused on the members’ behavioral changes in online community. To narrow down the research, we considered the evolution and change in online reviews in an eWOM community as a case for both online communities and communities of practice. In a multi‐publication thesis, we explored the evolution of online reviewer over time in a community of practice. We used the social theory of learning (Wenger, 1998) to explore the effect of the social learning components on the contributions of frequent product reviewers. We observed that the social learning process changed reviewers and consequently the volume and valence of their reviews. We also used the theory of e‐tribulized marketing (Kozinets, 1999) to study the heterogeneity of the reviewers in the continuity of their contribution. We showed that frequent reviewers learn by contributing to the eWOM community. Over time, they read and review less number of books but they books with higher quality. They become stricter in evaluating books in response to the social bias. They also lower the average of the valence of their evaluation. By an improved consumption experience (reading better books), they obtain higher standards. The higher the quality of the books, the higher the quality of reviewers’ benchmarks would be. We also showed that the interaction of strength of social ties, the level of consumption activity, and reviewer’s sidedness could explain different behaviour in leaving the platform. We showed that the consumption activity has more predictive value about reviewers’ on going contribution compared to the social tie and sidedness. We also showed that the mechanisms, policies, or badges that eWOM websites use to engage their frequent reviews and maintain their contribution are effective and decreases the decline in the contribution volume. We also showed that such engagement tools only affect the contribution volume, not the valance. Therefore, they do not affect the reviewer evaluations or judgments about the products.