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The Importance of Emotional Tone in Online Review Ratings


Researchers have investigated how customer experience is reflected in online reviews, specifically examining emotional tone and word choice for the enterprise video conferencing platform, Zoom, during the COVID-19 pandemic. The study found that high-rated reviews expressed a higher level of expertise and confidence than low-rated reviews, with key differences identified in emotional tone and word choice. These findings have significant implications for businesses, as customer experience plays a crucial role in brand engagement and loyalty.


The study's results suggest that digital marketers should prioritize responding to online reviews with high emotional tones to improve customer engagement. This research highlights the importance of understanding customers' experiences, especially during unprecedented times such as the COVID-19 pandemic, and using this knowledge to improve business operations. By analyzing online reviews, businesses can gain insight into the emotional impact of their products or services, and take necessary steps to enhance customer experience and increase brand engagement.


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