Abstract
People read online reviews and are influenced by others’ opinions when making purchase decisions. The magnificent power of crowd is further enhanced with User Generated Content (UGC) websites and social media platforms where users can easily access the information about users’ choices and decisions. The online reviews and feedbacks work as a supplementary information source for consumers and are commonly considered as valuable information. Ensuring trust and maintaining popularity has a big impact on the future sales of businesses. Therefore, it is important for businesses to stay on the top of popularity indices. When consumers face intricate decisions or complicated options, they tend to imitate others’ decisions. We study the components of popularity and trust, using hotel data downloaded from TripAdvisor. The findings show that the popularity of a business is positively related to the size of the crowd that followed the business and the level of satisfaction the crowd has towards the business.
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