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In the context of user-generated content (UGC), mobile devices have made it easier for consumers to review products and services in a timely manner. In practice, some UGC sites differentiate between reviews posted from mobile versus non-mobile devices. For example, TripAdvisor uses a “via mobile” label to denote reviews from mobile devices. However, the extent to which such information impacts consumers is unknown. To address this gap, the authors use data from TripAdvisor and five experiments to examine how mobile impacts consumers’ perceptions of UGC reviews and their purchase intentions. They find that knowing that a review was posted from a mobile device leads consumers to perceive the review as more accurate, and, importantly, have higher purchase intentions. Interestingly, consumers assume that mobile reviews are more accurate due to the belief that writing reviews via mobile requires more effort and equate effort with the reviewer being more trustworthy. These effects are greater among skeptical consumers, implying that labeling of mobile reviews is a practice that can help overcome latent consumer distrust in UGC.
This paper presents longitudinal research investigating the role of management in achieving performance metrics within Academy schools in the UK. The findings suggest that those schools most successfully achieving the performance metrics set by the government tend to make eight changes in a particular order that focus on creating a platform for change before focusing on specific performance metrics. This approach is quicker to succeed where there is greater scope for change. Hence, rural and coastal schools appear to take much longer to achieve improvements in the performance metrics than urban and inner city schools. While these management practices are effective in helping individual schools achieve the performance metrics set, they raise questions concerning broader societal impacts, the viability of spreading these practices to all schools, and the long-term sustainability of such practices. The findings highlight the importance of understanding any unintended consequences of setting performance metrics and that these need to be monitored and reviewed over time.