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

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 predicts a positive increment reputation. Publicly expressing gratitude (Study 1) and, specifically, directing these expressions towards beneficial 2) effective strategies supporting general increase the score. These findings identify as responsive, attentive gesture signals care consideration customers. Such promotes reputation through satisfaction community relationships.