Leveraging Sentiments Generated by AI to Manage Favorable Reviews

Existing scholarly discourse has substantiated the imperative nature of engaging with online reviews; nevertheless, a scarcity of scholarly inquiries pertains to managerial retorts elicited by affirmative online appraisals. The study uses a 2 × 2 between subjects experimental design to investigate the effect of AI generated responses to positive online reviews with rational and emotional appeal and source credibility on perceived effectiveness. The empirical findings suggested that an emotionally infused response directed towards positive appraisals engenders an augmented perception of response effectiveness, particularly in instances where the respondent is perceived as highly credible. Marketers may use the study results to consider generative AI tools for generating responses to positive online reviews.