When positive reviews on social networking sites backfire: The role of social comparison and malicious envy

ABSTRACT Many studies highlight the merits of positive reviews on social networking sites (SNSs), suggesting that consumers tend to consider these to be trustworthy recommendations. This study draws attention to the potential negative effects of luxury hotels' positive reviews on SNSs. We propose that positive reviews may encourage social comparison and trigger feelings of malicious envy, thereby negatively influencing purchase intentions. Results from two experiments show that high similarity between the review writer and readers increases readers' social comparison tendency, which induces malicious envy when the writer is considered undeserving of luxury hotel consumption. This leads to decreased purchase intentions toward the hotel brand mentioned in the review and increased purchase intentions toward competing hotel brands. The findings have implications for buzz marketing strategies seeking to mitigate the risk of eliciting malicious envy on SNSs.