Fotoğraflı mı Fotoğrafsız mı? Tüketici Geri Bildirimlerinin Uzunluğu ile Kullanıcı Derecelendirmeleri Arasındaki İlişkinin Çevrimiçi Restoran Yorumlarında Araştırılması (With or Without Photos? Investigation of the Interplay Between Consumer Feedback Length and User Ratings in Online Restaurant Reviews)
DOI:
https://doi.org/10.21325/jotags.2025.1682Keywords:
Online feedback mechanisms, Electronic word-of-mouth (eWOM), Text mining, Consumer behaviours, Google MapsAbstract
Electronic word-of-mouth (eWOM) is a significant research area that directly influences consumer decision-making through user-shared reviews on digital platforms. Consumers decide which hotel to stay in, which products are more beneficial to them, and even where to eat through informal eWOM communication. However, existing studies have relied solely on textual content, ignoring the role of visual elements such as photos in reviews and ratings. This study comparatively analyzed user reviews of restaurants in the Sivas city via text-mining, considering photo-sharing, review length, and language-use tendency factors. The study's main focuses include the correlation between star ratings and review length, the influence of visual content on feedback, and linguistic variations across different rating levels. The results indicate that consumers are more likely to write detailed and descriptive reviews when sharing visual content. Furthermore, a notable shift in linguistic usage is observed across different rating levels. Encouraging photo sharing on digital platforms can help businesses gather more consistent customer feedback and enhance their understanding of online restaurant profiles.
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