Online reviews: Differences by submission device

Marcello M. Mariani, Matteo Borghi, Ulrike Gretzel
  • Tourism Management, February 2019, Elsevier
  • DOI: 10.1016/j.tourman.2018.08.022

Travel reviews written on mobile phones are different

Photo by Paul Hanaoka on Unsplash

Photo by Paul Hanaoka on Unsplash

What is it about?

Using big data analysis we show that mobile reviews differ systematically from reviews written on desktops. We also illustrate the rapid growth of mobile Word-of-Mouth.

Why is it important?

A lot of academic and industry research relies on online review data. We demonstrate that "submission device" is an important variable that needs to be controlled for when analyzing reviews.


Dr. Ulrike Gretzel
University of Southern California

Not all online reviews are equal - in this paper we specifically look at those written on mobile phones. Readers of travel reviews and researchers should pay attention to the device used when the review was submitted.

Read Publication

The following have contributed to this page: Dr. Ulrike Gretzel