Expressions of Gratitude Applied to Business: A Lesson for Managing Online Reviews

Abstract

Online reviews are critical for businesses to thrive, but their management is not often effective. Using data from social media platforms, with more than 600 observations of public online interactions between business owners and customers, we showed that strategic management of online reviews predicts a positive increment of online reputation. Publicly expressing gratitude (Study 1) and, specifically, directing these expressions towards beneficial online reviews (Study 2) are effective strategies supporting a general increase of the business online score. These findings identify public expressions of gratitude as a responsive, attentive gesture that signals care and consideration towards customers. Such gesture promotes the online reputation through satisfaction between business community relationships.