How does a hotel's online reviews—as well as reviews for its competitors—affect its bookings? A new Journal of Marketing study explores.

Read an in-depth recap of this research here: https://www.ama.org/2023/09/05/a-secret-for-boosting-hotel-bookings-analyze-online-user-reviews-for-both-your-hotel-and-your-competitors/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231191449

Reference: Sanghoon Cho, Pelin Pekgun, Ramkumar Janakiraman, and Jian Wang, “The Competitive Effects of Online Reviews on Hotel Demand,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: advertising, marketing strategy, social media, digital marketing

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠University FM