INTRODUCTION:

It’s time to most firms to converge their business sculpts form physical store retailing to a Web-Retailing. And E-Commerce has proved its potential in informing, persuading, serving and retaining the target markets. In this due regard online firms are more concern with E-WOM as the presence of online content is increasing and followed by its influence. In recent years online customer reviews and forums have been wielding a progressively more prevailing sway on consumer buying in general and consumer product attitude, product choice and product sales particularly. It’s no moreastonish, Many firms are fetching fascinated to influence this observable fact, proactively trying to bring on consumers to “spread the word” about their products or services online.

Prior research has also found that consumers find such online customer reviews are more credible and trustworthy than the traditional sources. However, most of the content across the online platform sticks to one major language i.e. In Indian context English, is the languagewidely used in content creation though there are other 14 major Indian languages spread across linguistic state accommodating their own language. However, this study aims at how online customer reviews in Bi-linguistics have influence on customer buying.

RELATED WORKS:

Earlier Research work carried out E-WOM:

Bettina Lis, Christian Neßler¹ in their paper present that E-WOM constitutes a special form of social influence in consumer behavior and is one of the most established approaches in relation to the provision of product information. In this context, the recommendations for potential customers will be provided from the subjective point of view of the consumers. Chu, Shu-Chuan; Kim, Yoojung². In their study proposed that product-focused eWOM in SNSs is a unique phenomenon with important social implications. The implications for researchers, practitioners and policy makers of social media regulation are discussed in detail. Cheung C, Lee M, Rabjohn N³ in their paper have proposed the purpose of this paper is to examine the extent to which opinion seekers are willing to accept and adopt online consumer reviews and which factors encourage. Thorsten Hennig-Thurau, Gianfranco Walsh and Gianfranco Walsh⁴ This paper derives several motives that explain why customers retrieve other customers' on-line articulations from Web-based consumer opinion platforms. The relevance of these motives and their impact on consumer buying and communication behavior are tested in a large-scale empirical study Do-Hyung Parka⁵ This paper investigates one type of electronic word-of-mouth (eWOM), the online consumer review. The study considers two components of review structure: the type and the number of reviews. Antti Vilpponen, Susanna Winter and Sanna Sundqvist⁶ This article presents a network analysis of electronic word-of-mouth referral communication in a real life online environment. The goal of the paper was to clarify the existing terminology of electronic word-of-mouth behavior, to examine the kind of network structure that will emerge in the electronic environment, and finally to explore the impact of the network structure on the acceptance of an innovation in such a communication environment. Man Yee Cheung, Chuan Luo, Choon Ling Sia and Huaping Chen⁷ study is extended to the on-line context (eWOM) by examining the informational and normative determinants of the perceived credibility of on-line consumer recommendations. Thorsten Hennig-Thurau¹ Kevin P. Gwinner² Gianfranco Walsh³ Dwayne D. Gremler⁴⁸ Through Web-based consumer opinion platforms (e.g., epinions.com), the Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of other consumers; that is, to engage in electronic word-of-mouth (eWOM) communication. Francis A. Buttle⁹ This paper integrates that research into a contingency model and attempts to identify researchable gaps in our knowledge. Marketing research into WOM has attempted to answer two questions. What are the antecedents of WOM? What are the consequences of WOM? Julia Wolny and Claudia Mueller¹⁰ The purpose of this paper is to analyse consumers' interactions with fashion brands on social networking sites, focusing on consumers' motives for engaging in electronic word-of-mouth (eWOM) communication. Existing WOM motivation frameworks are expanded to include context-specific fashion and brand variables that influence consumers to engage in eWOM on Facebook and Twitter. John Fong and Suzan Burton¹¹. This study examines and compares the extent of eWOM on electronic discussion boards within U.S. and China based websites. Using online surveys (N = 214) and observation of discussion postings (N = 3029), data was collected from the “Digital Photography” discussion boards on eBay, Yahoo, and Google (U.S. based websites) and EachNet, Sina, and Netease (China based websites). Eun Ha Jeonga Soo Cheong (Shawn) Jangb¹² This study empirically examined which restaurant experiences trigger customers to engage in positive electronic word-of-mouth (eWOM), where the quality of restaurant service (food quality, service quality, atmosphere, and price fairness) is the antecedent of eWOM communicationShu-Chuan Chu and Sejung Marina Choi¹³ This article presents the first cross-cultural study on eWOM in SNSs by examining social relationship variables between the United States and China. Specifically, social capital, tie strength, trust, and interpersonal influence were examined as potential predictors of eWOM communication in the emerging online social channels. Jung Lee Jae-Nam Lee¹⁴ We examined the actions of a customer when inferring product information from electronic word-of-mouth (eWOM) material at a website. We developed a customer purchase intention model and simulated various eWOM levels within this, adopting an objectivity–subjectivity dichotomy, and considering quality and preference as the major antecedents of customer purchase intention. We inferred the information that the customers had obtained from the eWOM by categorizing the customers’ responses. Eric W.K.See-Toa Kevin K.W.Hob¹⁵ This study uses the theories in trust and value co-creation to analyze how electronic Word-of-Mouth (eWOM) affects purchase intention in social network sites (SNSs). In particular, we develop a theoretical model by blending cutting-edge research in consumers’ trust, value co-creation, and eWOM to study how these factors interact with each other through a systematic reviewSun-Jae Doh, Jang-Sun Hwang¹⁶ This experiment explored how consumers evaluate electronic word-of-mouth (eWOM) messages about products. Each participant was exposed a 10-message set in a single board. Five groups were manipulated in terms of their ratios of positive and negative messages. The result showed significant differences across various sets of eWOM messages. Although more positive sets showed higher scores in many cases, this was not true in all situations, especially for the case of credibility. Involvement and prior knowledge partially moderated the relationship between the ratio of messages and the eWOM effect. The credibility of Web sites and eWOM messages can be damaged in the long run if all of the eWOM messages are positive.

Earlier Research work carried out on Online Customer Reviews:

Liu X, BurnsA, Hou Y¹⁷online luxury consumers have a higher level of trust towards online customer reviews. In-store shoppers demonstrate trust towards the physical environment building trust and maintaining good customer relationships would enhance online business transactions of luxury goods. Susan M. Mudambi and David Schuff¹⁸. Product type moderates the effect of review extremity on the helpfulness of the review. For experience goods, reviews with extreme ratings are less helpful than reviews with moderate ratings. For both product types, review depth has a positive effect on the helpfulness of the review, but the product type moderates the effect of review depth on the helpfulness of the review. Review depth has a greater positive effect on the helpfulness of the review for search goods than for experience goods. We discuss the implications of our findings for both theory and practiceHo-Dac, Nga N; Carson, Stephen J; Moore, William L¹⁹Research has shown brand equity to moderate the relationship between online customer reviews (OCRs) and sales in both the emerging Blu-ray and mature DVD player categories. Positive (negative) OCRs increase (decrease) the sales of models of weak brands (i.e., brands without significant positive brand equity). Santiago Melián-González, Jacques Bulchand-Gidumal, Beatriz González López-Valcárcel²⁰This study considers both the valence and the volume of eWOM using a broad and varied sample of 16,680 hotels in 249 tourist areas. The study found a relationship between valence and volume, in the sense that early reviews of a business tend to be disproportionately negative. As the number of reviews increases, the valence becomes more balanced, and the negative effect is mitigated. Hu, Minqing; Liu, Bing²¹. In this research, we aim to mine and to summarize all the customer reviews of a product. This summarization task is different from traditional text summarization because we only mine the features of the product on which the customers have expressed their opinions and whether the opinions are positive or negative. Christy M.K. Cheung Matthew K.O. Lee Neil Rabjohn²²The purpose of this paper is to examine the extent to which opinion seekers are willing to accept and adopt online consumer reviews and which factors encourage adoption. Hulisi Ogut and Bedri KamilOnurTaş²³ In this paper, the impact of two service quality metrics (star rating and customer rating) on hotel room sales and prices is investigated. Two of the most popular tourist destinations in the world, Paris and London, are chosen. It is found that a higher customer rating significantly increases the online sales of hotels.Daniel S.Kostyra^a1 Jochen Reiner^a Martin Natter^a1 Daniel Klapper^b2²⁴ Therefore, our experiment enables us to investigate the extent to which the presence of OCRs affects customers' consideration of brand, price, and technical product attributes.Cheng, Vincent T P; Loi, Mei Kun²⁵This study examines the effects of two important factors that could enable marketers to formulate their responses in a manner that will positively influence customers who have read negative reviews. Zhan, Jiaming; Loh, Han Tong; Liu, Ying²⁶we propose an automatic summarization approach based on the analysis of review articles' internal topic structure to assemble customer concerns. Different from the existing summarization approachescentered on sentence ranking and clustering, our approach discovers and extracts salient topics from a set of online reviews and further ranks these topics. Askalidis G, Malthouse E²⁷ We study the effect of the volume of consumer reviews on the purchase likelihood (conversion rate) of users browsing a product page. We propose using the exponential learning curve model to study how conversion rates change with the number of reviews. Li M, HuangL, Tan C²⁸In this study, we conduct a laboratory experiment to investigate product review helpfulness as well as its corresponding antecedents from the product review feature perspective (i.e., source-and content-based review features). Findings from the study are threefold. Ullrich S, Brunner C²⁹This paper aims to investigate the effects of different response options to a negative consumer review. When consumers buy online, they are often confronted with consumer reviews. A negative consumer review on an online shopping website may keep consumers from buying the productXu X, Wang X, Li Y³⁰This study bridges customer online textual reviews with customers’ perceptions to help business managers better understand customers’ needs through UGC.Jason Q. Zhang, Georgiana Craciun, and Dongwoo Shin³¹ This paper examines the persuasiveness of eWOM. Drawing on regulatory focus theory, the authors propose that the consumption goals that consumers associate with the reviewed product moderate the effect of review valence on persuasiveness. Georg Lackermair1;2, Daniel Kailer, Kenan Kanmaz³²This paper examines the acceptance and usage of ratings and reviews in the context of e-commerce transactions. A survey among 104 German online shoppers was conducted to examine how consumer reviews and ratings are used to support buying decisions. Do-Hyung Park a,*, Sara Kim,³³“The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews”: This paper investigates one type of electronic word-of-mouth (eWOM), the online consumer review. The study considers two components of review structure: the type and the number of reviews Shrihari Sridhar and Raji Srinivasan³⁴“Social Influence Effects in Online Product Ratings” the authors hypothesize that other consumers' online ratings moderate the effects of positive and regular negative features of product experience, product failure, and product recovery (to address product failure) on the reviewer's online product ratingLili Gai³⁵ “The Selling Power Of Consumer-Generated Product Reviews: The Matching Effect Between Consumers’ Cognitive Needs And Persuasive Message Types” This research investigated the potential matching effects between consumers’ personality traits (Need for Cognition) and type of characteristics of consumer-generated product reviews (Transformational or Informational). In particular, the study inquired whether such a matching effect would produce the following proposed effects: a) induce positive evaluations of consumer-generated reviews, b) generate positive attitude toward the reviewed products, and c) produce positive purchase intention of the reviewed product

Earlier Research work carried out on Bilingual and its influence:

Daniel John McCort and Naresh K. Malhotra³⁶this paper presents a conceptualization of culture. The relevant literature form cross-cultural psychology, anthropology, consumer behavior and international marketing is reviewed in an attempt to describe the impact culture has on salient consumer behavior constructs of perception, information processing, value systems, and self concept and offer hypotheses for marketing management, Additional implications for key areas of international marketing management are derived.Bernd H. Schmitt Yigang Pan Nader T. Tavassoli³⁷We proposes that structural differences between Chinese and English affect mental representations which, in turn, influence consumer memory of verbal information. Specifically, unaided brand recall should be differentially affected in Chinese and English when it is spoken compared with when it is written.Scott Koslow Prem N. Shamdasani Ellen E³⁸. Touchstonethe authors apply sociolinguistic theories of accommodation to investigate how consumers in a minority subculture respond to the use of their ethnic language in advertising. Specifically, Hispanic consumers' responses to the varying degrees of Spanish-language usage in print advertising were examined. It was found that the effects of Spanish usage in advertising can be usefully explained by accommodation theory. Spanish-language advertising increased Hispanic consumers' perception of advertiser sensitivity to Hispanic culture and people, and this perception in turn enhanced affect toward the advertisements DavidLuna¹Laura A.Peracchio²María Dolores de Juan^{3 39} In this article we examine the effect of language, graphics, and culture on bilingual consumers’ Web site and product evaluations. We extend previous bilingual memory research to affective responses and to a new medium—the Internet. A series of studies suggests that attitudinal measures are influenced by the interaction of Web site language with two types of congruity: graphic congruity and cultural congruity. We conclude from our findings that both types of congruity influence bilingual’s attitude-formation processes. Yves Van Vaerenbergh,⁴⁰This paper aims to examine customers ' behavioural reactions to being served in their first versus second language. Specifically, the paper tests whether bilinguals who are served in their second language are less likely to tip the service provider. Moreover, it seeks to examine the mediating role of speech accommodation, and the moderating roles of bilinguals' perceived second language proficiency and political considerations. David Luna⁴¹This article examines the impact of processing motivation on language processing by bilingual consumers. The article begins by outlining the revised hierarchical model), which implies that second‐language conceptual processing is more challenging and less likely to be successful than first‐language processingAnn Kronrod ShaiDanziger⁴²the studies highlight the critical role of conversational norms in interpreting and creating user-generated content.Shi Zhang Bernd H. Schmitt⁴³we find that proficient consumers prefer sound translation when the English name is emphasized but meaning translation when the Chinese name is emphasized. In contrast, less proficient bilinguals engage in semantic processing of the dual names. These results suggest that proficiency must be added as a key concept to a framework that addresses bilingual consumer environments. Stefano Puntoni Bart de Langhe Stijn M. J. van Osselaer⁴⁴We propose a language-specific episodic trace theory of language emotionality to explain how language influences the perceived emotionality of marketing communications. Five experiments with bilingual consumers show (1) that textual information (e.g., marketing slogans) expressed in consumers' native language tends to be perceived as more emotional than messages expressed in their second language, (2) that this effect is not uniquely due to the activation of stereotypes associated to specific languages or to a lack of comprehension, and (3) that the effect depends on the frequency with which words have been experienced in native- versus second-language contexts.Aradhna Krishna Rohini Ahluwalia⁴⁵We examine the role of language choice in advertising to bilinguals in global markets. Our results reveal the existence of asymmetric language effects for multinational corporations (MNCs) versus local firms when operating in a foreign domain, such that the choice of advertising language affects advertising effectiveness for MNCs but not local companies. Also, different language formats (e.g., the local language vs. English or a mix of the two languages) are shown to vary in their advertising effectiveness for different types of products (luxuries vs. necessities).

Problem Statement:

From the above literature review it is evident that most of the earlier works in the area of online customer reviews had addressed studies in Electronic word of mouth, Impact of Online customer reviews and its impact on customer behaviour. There are no substantial works aimed towards Bilingual Online Customer reviews are in existence

Proposed Approach:

This study analysis effect/impact of online customer reviews on consumer product attitude, and product choice. And, at the large provides an analysis on effect/impact of Bi-linguistics reviewing textual body on peer-customer buying decision. This study uses online product reviews and purchase data obtained from a large online retailer in India, during stipulated time period of research. The company provides Electronics, Home and furniture, beauty, personal care, books and sports items. Since the company only has an online presence, all purchases are recorded and can be linked to product reviews on the firm’s website. The company provides an online review page that allows its users to post and read product reviews. Once customers find a product, they can browse the product page with the image, price, star ratings, and number of available reviews for the given item. Data in response to how will online reviews texted in Bilingual have impact of consumer product attitude, product choice and peer-customer buying decision will be collected through a structured questionnaire.

CONCLUSION:

There are no substantial works aimed towards Bilingual Online Customer reviews are in existence. The findings from this study provide several important managerial implications. The growing popularity of online reviews and the extreme impact that sentiment expressed within the textual body of reviews has on helpfulness suggests that business should provide an easy avenue and mechanism for consumers to provide their textual feedback in bilingual for reviews. Furthermore, implications for website developers are established as adjustments can be made to improve review entry and helpfulness voting mechanisms to encourage more emotionalisms in reviews. Business should also support the information search phase of a consumer’s buying decision process by taking note of how consumers evaluate products or services on their website. They may then wish to design an easily accessible method to assist consumers in searching, evaluating and making a product or service choice; this would assist in better gaining and retaining future customers.

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Received on 29.11.2022 Modified on 04.05.2023

Asian Journal of Management. 2023;14(4):314-319.

DOI: 10.52711/2321-5763.2023.00051