...Ningqiao Li; Minwoo Lee; Agnes DeFranco; Jae Kyeong Kim; Xinzhe Li Purpose Hotel-generated social media content functions as key market-facing signals for prospective consumers seeking information to support decision-making, while property-level information serves as structural signals. Despite...

... strategies. Thus, we assessed whether consumers view social media content differently based on the valence of the reviews they read. Because firms cannot interfere in TripAdvisor’s metrics, we have instead focused upon the valence of user evaluations. Therefore, we pose the following RQ: RQ1...