Purpose Engaging in webcare, i.e. responding to online reviews, can positively affect consumer attitudes, intentions and behavior. Research is often scarce or inconsistent regarding the effects of specific webcare strategies on business performance. Therefore, this study tests whether and how...

Purpose – Consumers often discuss brands and companies online, but no research details how service providers’ responses to online reviews influence other readers’ perceptions of the reviews and responses. Based on justice theory and the accountability principle, both integrated in equity...