Revenge of cecil the lion: Credibility in third-party review sites

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Digital media has seen a proliferation of Third-Party Review Sites (TPRS) that encourage the public to comment and reflect on their interactions and experiences with a retailer, brand, or company. Sites like Yelp build massive audiences based on their credibility as authentic, accurate, external reviewers. This study looks at how the co-opting of TPRS pages by advocates and protesters influences public perceptions of credibility on these sites. Specifically, it explores the public's reaction to Yelp as a digital space of protest after the death of Cecil the Lion at the hands of a Minnesota dentist. Through focus groups, this study identifies that TPRS audiences look for consistency in reviews to determine credibility; the public sees advocacy as harming the credibility of the overall site; current events play a role in the interpretation of TPRS; and the intentions of users is key to building a reputation as credible in digital media.

Original languageEnglish (US)
Title of host publicationEstablishing and Evaluating Digital Ethos and Online Credibility
PublisherIGI Global
Pages252-268
Number of pages17
ISBN (Electronic)9781522510741
ISBN (Print)9781522510727
DOIs
StatePublished - Nov 9 2016

All Science Journal Classification (ASJC) codes

  • Computer Science(all)

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  • Cite this

    Novak, A. N. (2016). Revenge of cecil the lion: Credibility in third-party review sites. In Establishing and Evaluating Digital Ethos and Online Credibility (pp. 252-268). IGI Global. https://doi.org/10.4018/978-1-5225-1072-7.ch012