The more the better? Exploring the effects of reviewer social networks on online reviews

Conventional wisdom suggests that firms leverage key influencers (e.g. individuals with high centrality) in online communities to stimulate buzz. Using a large panel dataset including 1,569,264 online Yelp reviews and the ego-network of 366,715 individual reviewers over a nine-year period, this study examines the effects of number of ties and network density on the volume and valence of online reviews. In contrast with the general belief that key influencers always generate positive buzz, the findings show that they can adversely affect future review valence. Specifically, reviewers with many connections on Yelp can reduce the positivity of reviews of the same business in the next period. This finding has implications for marketing practice in online community management and social media intervention.