Online reviews are a crucial tool for consumers, but not all users are equally likely to share their opinions. A recent study published in the International Journal of Research in Marketing shows that majority and minority opinions significantly affect review posting behavior.

“We found that frequent posters feel confident expressing unique perspectives, even if they diverge from popular sentiment,” says Alexander Mafael, Associate Professor at the Stockholm School of Economics and one of the researchers behind the study. “For them, posting a minority opinion is a way to signal their identity and showcase expertise.”

Social risk keeps infrequent posters silent

The study reveals that infrequent posters, who rarely share reviews, are more likely to stay silent if their opinions differ from the majority. Social risk—fear of scrutiny or disapproval—deters these users from posting minority opinions. Frequent posters, however, embrace minority views as an opportunity to stand out.

This trade-off between identity signaling and social risk explains why frequent posters thrive in minority opinion settings, while infrequent posters hesitate to share their dissenting views.

Platforms can reduce social risk, encourage diverse reviews

The findings have big implications for review platforms, which often rely on a small group of frequent posters for the bulk of their content. This imbalance limits the diversity of opinions and can distort the overall picture for consumers. To address this, platforms could reduce the social risk for infrequent posters, particularly when they hold minority views. Encouraging these users to share could lead to more balanced and representative reviews, giving consumers access to a broader range of experiences.

Platforms could emphasize the value of unique perspectives and reduce intimidating features, such as public comment sections or visible user ratings of individual reviews. These changes could make posting less risky and encourage more diverse participation.

Businesses benefit from diverse opinions

For businesses, the study offers insights on managing customer feedback. Encouraging minority opinions helps companies gather more comprehensive input, leading to product improvements. Infrequent posters may have different experiences or perspectives that frequent posters overlook, offering businesses valuable new insights.

“By lowering the perceived social risks of posting, companies and platforms can create a more inclusive review environment,” Mafael adds. “This benefits both the platform and consumers, who gain access to a wider range of viewpoints.”

Implications for other online commenting

These findings also apply to comment sections on social media and news platforms. Frequent commenters are more likely to voice minority opinions, while infrequent commenters avoid dissent due to social risk. This dynamic can reinforce echo chambers and limit viewpoint diversity. Reducing social risk and promoting diverse opinions could create more balanced discussions.

Authors

Alexander Mafael, Stockholm School of Economics

Jana Möller-Herm, Freie Universität Berlin at the time (now Berlin University of the Arts).

Sabrina Gottschalk, Bayes Business School, City, University of London

Article 

To post or not to post: How minority opinion and posting frequency impact online review posting

For more information, please contact:

Alexander Mafael
Associate Professor, Center for Retailing
Email: alexander.mafael@hhs.se
Phone: + 46 8 736 93 75