Does male dominance in a product's online community deter female community voices? Does it affect product ratings and the nature of content produced? How might female consumers’ brand attitudes and intentions be affected, ultimately? Utilizing a large panel dataset of online customer reviews in the beer industry and three experimental studies, the authors empirically investigated these questions. This product category is highly male dominant, on average, but there is enough significant variation across products to enable degrees of male dominance to be empirically examined. The investigation also empirically considers other theoretical accounts of simple majority, tie strength, homophily, and cultural masculinity. The findings complement prior work on online word of mouth, demonstrating that male dominance in an online community can deter contributions from female reviewers and generate lower rating departure from community average sentiment by female reviewers. Male dominance also affects the type of content generated by female reviewers. A reduction in the evocation of femininity themes occurs, with an increase in the evocation of masculinity themes. Downstream brand attitudes and trial intentions are also affected. Because of high product-community male dominance, consumers have less information when evaluating products.
AveryJill (2012), “Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending,” International Journal of Research in Marketing, 29 (4), 322–36.
2.
Babić RosarioAnaDe ValckKritineSotgiuFrancesca (2020), “Conceptualizing the Electronic Word-of-Mouth Process: What We Know and Need to Know About eWOM Creation, Exposure, and Evaluation,” Journal of the Academy of Marketing Science, 48 (3), 422–48.
3.
BeilockSian L.RamirezGerardo (2011), “On the Interplay of Emotion and Cognitive Control: Implications for Enhancing Academic Achievement,” Psychology of Learning and Motivation, 55, 137–69.
4.
BergerJonah (2014), “Word of Mouth and Interpersonal Communication: A Review and Directions for Future Research,” Journal of Consumer Psychology, 24 (4), 586–607.
5.
BorauSylvieBonnefonJean-Francois (2020), “Gendered Products Act as the Extended Phenotype of Human Sexual Dimorphism: They Increase Physical Attractiveness and Desirability,” Journal of Business Research, 120, 498–508.
6.
BornAndreasRanehillEvaSandbergAnna (2022), “Gender and Willingness to Lead: Does the Gender Composition of Teams Matter?” Review of Economics and Statistics, 104 (2), 259–75.
7.
BoutylineAndreiWillerRobb (2017), “The Social Structure of Political Echo Chambers: Variation in Ideological Homophily in Online Networks,” Political Psychology, 38 (3), 551–69.
8.
BrassDaniel J. (1985), “Men’s and Women’s Networks: A Study of Interaction Patterns and Influence in an Organization,” Academy of Management Journal, 28 (2), 327–43.
9.
BraunStephanStegmannSebastianHernandezAlina S.JunkerNina M.DickRolf Van (2017), “Think Manager—Think Male, Think Follower—Think Female: Gender Bias in Implicit Followership Theories,” Journal of Applied Social Psychology, 47 (7), 377–88.
10.
BrickellChris (2002), “Through the (New) Looking Glass: Gendered Bodies, Fashion and Resistance in Postwar New Zealand,” Journal of Consumer Culture, 2 (2), 241–69.
11.
BroughAaron R.WilkieJames E.B.MaJingjingIsaacMatthew S.GalDavid (2016), “Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption,” Journal of Consumer Research, 43 (4), 567–82.
12.
BrownJoBroderickAmanda J.LeeNick (2007), “Word of Mouth Communication Within Online Communities: Conceptualizing the Online Social Network,” Journal of Interactive Marketing, 21 (3), 2–20.
13.
BusseMeghan R.IsraeliAyeletZettelmeyerFlorian (2017), “Repairing the Damage: The Effect of Price Knowledge and Gender on Auto Repair Price Quotes,” Journal of Marketing Research, 54 (1), 75–95.
14.
CaputoAndreaAyokoOluremi B.AmooNiiMenkeCharlott (2019), “The Relationship Between Cultural Values, Cultural Intelligence and Negotiation Styles,” Journal of Business Research, 99, 23–36.
ChenZoeyBergerJonah (2013), “When, Why, and How Controversy Causes Conversation,” Journal of Consumer Research, 40 (3), 580–93.
17.
ChisnallPeter M. (1985), Marketing: A Behavioural Analysis. McGraw-Hill.
18.
ChuShu-ChuanKimYoojung (2011), “Determinants of Consumer Engagement in Electronic Word-ofMouth (eWOM) in Social Networking Sites,” International Journal of Advertising, 30 (1), 47–75.
19.
ClementsCurtis E.NeillJohn D.StovallO. Scott (2010), “Cultural Diversity, Country Size, and the IFRS Adoption Decision,” Journal of Applied Business Research, 26 (2), 115–26.
20.
CooperHollySchembriSharonMillerDale (2010), “Brand-Self Identity Narratives in the James Bond Movies,” Psychology & Marketing, 27 (6), 557–67.
21.
Coskuner-BalliGokcenThompsonCraig J. (2013), “The Status Costs of Subordinate Cultural Capital: At-Home Fathers’ Collective Pursuit of Cultural Legitimacy Through Capitalizing Consumption Practices,” Journal of Consumer Research, 40 (1), 19–41.
22.
CuddyAmy J.C.WolfElizabeth BailyGlickPeterCrottySusanChongJihyeNortonMichael I. (2015), “Men as Cultural Ideals: Cultural Values Moderate Gender Stereotype Content,” Journal of Personality and Social Psychology, 109 (4), 622–35.
23.
De KervilerGwarlannArdeletCarolineSlavichBarbara (2022), “Ethical Judgments of Sexualized Ads Featuring Women: The Role of Identification with Feminine Archetypes,” Journal of Business Research, 142, 899–913.
24.
DotzelThomasShankarVenkatesh (2019), “The Relative Effects of Business-to-Business (vs. Business-to-Consumer) Service Innovations on Firm Value and Firm Risk: An Empirical Analysis,” Journal of Marketing, 83 (5), 133–52.
25.
EngelJames F.KegerreisRobert J.BlackwellRoger D. (1969), “Word-of-Mouth Communication by the Innovator,” Journal of Marketing, 33 (3), 15–19.
26.
FairclothJames B.CapellaLouis M.AlfordBruce L. (2001), “The Effect of Brand Attitude and Brand Image on Brand Equity,” Journal of Marketing Theory & Practice, 9 (3), 61–75.
27.
FloydKristopherFrelingRyanAlhoqailSaadChoHyun YoungFrelingTraci (2014), “How Online Product Reviews Affect Retail Sales: A Meta-Analysis,” Journal of Retailing, 90 (2), 217–32.
28.
GafniHadarMaromDanRobbAliciaSadeOrly (2021), “Gender Dynamics in Crowdfunding (Kickstarter): Evidence on Entrepreneurs, Backers, and Taste-Based Discrimination,” Review of Finance, 25 (2), 235–74.
29.
GentryJamesHarrisonRobert (2010), “Is Advertising a Barrier to Male Movement Toward Gender Change?” Marketing Theory, 10 (1), 74–96.
30.
GilbertEricKarahaliosKarrie (2009), “Predicting Tie Strength with Social Media,” in Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. Association for Computing Machinery, 211–20.
31.
GrohmannBianca (2009), “Gender Dimensions of Brand Personality,” Journal of Marketing Research, 46 (1), 105–19.
32.
GrozaMya PronschinskeGrozaMark D.BarralLuis Miguel (2020), “Women Backing Women: The Role of Crowdfunding in Empowering Female Consumer-Investors and Entrepreneurs,” Journal of Business Research, 117, 432–42.
33.
GundersonElizabeth A.RamirezGerardoLevineSusan C.BeilockSian L. (2012), “The Role of Parents and Teachers in the Development of Gender-Related Math Attitudes,” Sex Roles, 66 (3), 153–66.
34.
GunkelMarjaanaSchlagelChristopherEngleRobert L. (2014), “Culture’s Influence on Emotional Intelligence: An Empirical Study of Nine Countries,” Journal of International Management, 20 (2), 256–74.
35.
GuptaShipraGentryJames W. (2016), “Construction of Gender Roles in Perceived Scarce Environments—Maintaining Masculinity When Shopping for Fast Fashion Apparel,” Journal of Consumer Behaviour, 15 (3), 251–60.
36.
HaneyLynne (1996), “Homeboys, Babies, Men in Suits: The State and the Reproduction of Male Dominance,” American Sociological Review, 61 (5), 759–78.
37.
Hennig-ThurauThorstenGwinnerKevin P.WalshGianfrancoGremlerDwayne D. (2004), “Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?” Journal of Interactive Marketing, 18 (1), 38–52.
38.
HoltDouglas B.ThompsonCraig J. (2004), “Man-of-Action Heroes: The Pursuit of Heroic Masculinity in Everyday Consumption,” Journal of Consumer Research, 31 (2), 425–40.
39.
HoskinsJakeGopinathShyamVerhaalJ. CameronYazdaniElham (2021), “The Influence of the Online Community, Professional Critics, and Location Similarity on Review Ratings for Niche and Mainstream Brands,” Journal of the Academy of Marketing Science, 49 (6), 1065–87.
40.
HuYeLiXinxin (2011), “Context-Dependent Product Evaluations: An Empirical Analysis of Internet Book Reviews,” Journal of Interactive Marketing, 25 (3), 123–33.
41.
IacobucciDawnPopovichDeidre L.MoonSangkilRománSergio (2023), “How to Calculate, Use, and Report Variance Explained Effect Size Indices and Not Die Trying,” Journal of Consumer Psychology, 33 (1), 45–61.
KalkowskiKay LynnFritzSusan M. (2004), “A Survey of Gender-Related Motivation Studies: Subordinate Status, Roles, and Stereotyping,” Journal of Leadership Education, 3 (2), 19–34.
44.
KashmiriSaimGalaPrachiNicolCameron Duncan (2019), “Seeking Pleasure or Avoiding Pain: Influence on CEO Regulatory Focus on Firms’ Advertising, R&D, and Marketing Controversies,” Journal of Business Research, 105, 227–42.
45.
KatilaRiittaChenEric L. (2008), “Effects of Search Timing on Innovation: The Value of Not Being in Sync with Rivals,” Administrative Science Quarterly, 53 (4), 593–625.
46.
KingRobert AllenRacherlaPradeepBushVictoria D. (2014), “What We Know and Don’t Know About Online Word-of-Mouth: A Review and Synthesis of the Literature,” Journal of Interactive Marketing, 28 (3), 167–83.
47.
KotzéJustinAntonopoulosGeorgios A. (2021), “Boosting Bodily Capital: Maintaining Masculinity, Aesthetic Pleasure and Instrumental Utility Through the Consumption of Steroids,” Journal of Consumer Culture, 21 (3), 683–700.
48.
KrolikowskiMarcinYuanXiaojing (2017), “Friend or Foe: Customer-Supplier Relationships and Innovation,” Journal of Business Research, 78, 53–68.
49.
LiangKung-YeeZegerScott L. (1986), “Longitudinal Data Analysis Using Generalized Linear Models,” Biometrika, 73 (1), 13–22.
50.
LindridgeAndrewPeñalozaLisaWorluOnipreye (2016), “Agency and Empowerment in Consumption in Relation to a Patriarchal Bargain: The Case of Nigerian Immigrant Women in the UK,” European Journal of Marketing, 50 (9–10), 1652–71.
51.
LuShuyaWuJiananTsengShih-Lun (2018), “How Online Reviews Become Helpful: A Dynamic Perspective,” Journal of Interactive Marketing, 44 (1), 17–28.
52.
MachadoJoana CesarVacas-de-CarvalhoLeonnorAzarSalim L.AndréAna RaquelDos SantosBarbara Pires (2019), “Brand Gender and Consumer-Based Brand Equity on Facebook: The Mediating Role of Consumer-Brand Engagement and Brand Love,” Journal of Business Research, 96, 376–85.
53.
MartinKelly D.BoranAbhishekPalmatierRobert W. (2017), “Data Privacy: Effects on Customer and Firm Performance,” Journal of Marketing, 81 (1), 36–58.
54.
McPhersonMillerSmith-LovinLynnCookJames W. (2001), “Birds of a Feather: Homophily in Social Networks,” Annual Review of Sociology, 27 (1), 415–44.
55.
McVeyLauraGurrieriLaurenTylerMeagan (2021), “The Structural Oppression of Women by Markets: The Continuum of Sexual Violence and the Online Pornography Marke,” Journal of Marketing Management, 37 (1–2), 40–67.
56.
Meyers-LevyJoanLokenBarbara (2015), “Revisiting Gender Differences: What We Know and What Lies Ahead,” Journal of Consumer Psychology, 25 (1), 129–49.
57.
MeynersJannikBarrotChristianBeckerJan U.GoldenbergJacob (2017), “The Role of Mere Closeness: How Geographic Proximity Affects Social Influence,” Journal of Marketing, 81 (5), 49–66.
58.
MooradianTodd A.K.SwanScott (2006), “Personality-and-Culture: The Case of National Extraversion and Word-of-Mouth,” Journal of Business Research, 59 (6), 778–85.
59.
OhWon-YongChangYoung KyunJungRami (2018), “Experience-Based Human Capital or Fixed Paradigm Problem? CEO Tenure, Contextual Influence, and Corporate Social (Ir)Responsibility,” Journal of Business Research, 90, 325–33.
60.
OtterbringTobiasRinglerChristineSirianniNancy J.GustafssonAnders (2018), “The Abercrombie & Fitch Effect: The Impact of Physical Dominance on Male Customers’ Status-Signaling Consumption,” Journal of Marketing Research, 55 (1), 69–79.
61.
PanchalShirishGillTripat (2020), “When Size Does Matter: Dominance Versus Prestige-Based Status Signaling,” Journal of Business Research, 120, 539–50.
62.
PezzutiToddPierceMeghan E.LeonhardtJames M. (2018), “Does Language Homophily Affect Migrant Consumers’ Service Usage Intentions?” Journal of Services Marketing, 32 (5), 581–91.
RozinPaulHormesJulia M.FaithMyles S.WansinkBrian (2012), “Is Meat Male? A Quantitative Multimethod Framework to Establish Metaphoric Relationships,” Journal of Consumer Research, 39 (3), 629–43.
65.
RudmanLaurie A.GlickPeter (1999), “Feminized Management and Backlash Toward Agentic Women: The Hidden Costs to Women of a Kinder, Gentler Image of Middle Managers,” Journal of Personality and Social Psychology, 77 (5), 1004–10.
66.
RudmanLaurie A.PhelanJulie E. (2008), “Backlash Effects for Disconfirming Gender Stereotypes in Organizations,” Research in Organizational Behavior, 28, 61–79.
67.
SachdevIteshBourhisRichard Y. (1991), “Power and Status Differentials in Minority and Majority Group Relations,” European Journal of Social Psychology, 21 (1), 1–24.
68.
SchumannJan H.WangenheimFlorian V.StringfellowAnneYangZhilinBlazevicVeraPraxmarerSandraShainneshG.KomorMarcinShannnonRandall M.JimenezFernando R. (2010), “Cross-Cultural Differences in the Effect of Received Word-of-Mouth Referral in Relational Service Exchange,” Journal of International Marketing, 18 (3), 62–80.
69.
ShillerRobert J. (1995), “Conversation, Information, and Herd Behavior,” The American Economic Review, 85 (2), 181–85.
70.
SinghJyoti PrakashIraniSedaRanaNripendra P.DwivediYogesh K.SaumyaSunilRoyPradeep Kumar (2017), “Predicting the ‘Helpfulness’ of Online Consumer Reviews,” Journal of Business Research, 70, 346–55.
71.
SmithJessi L.LewisKaryn L.HawthorneLaurenHodgesSara D. (2013), “When Trying Hard Isn’t Natural: Women’s Belonging with and Motivation for Male-Dominated STEM Fields as a Function of Effort Expenditure Concerns,” Personality and Social Psychology Bulletin, 39 (2), 131–43.
72.
SobandeFrancescaMimounLaetitiaTorresLez Trujillo (2020), “Soldiers and Superheroes Needed! Masculine Archetypes and Constrained Bodily Commodification in the Sperm Donation Market,” Marketing Theory, 20 (1), 65–84.
SteffesErin M.BurgeeLawrence E. (2009), “Social Ties and Online Word of Mouth,” Internet Research, 19 (1), 42–59.
75.
Stockburger-SauerNicola E.TeichmannKarin (2013), “Is Luxury Just a Female Thing? The Role of Gender in Luxury Brand Consumption,” Journal of Business Research, 66 (7), 889–96.
76.
SunMonic (2012), “How Does the Variance of Product Ratings Matter?” Management Science, 58 (4), 696–707.
77.
SunderSarangKimKihyun HannnahYorkstonEric A. (2019), “What Drives Herding Behavior in Online Ratings? The Role of Rater Experience, Product Portfolio, and Diverging Opinions,” Journal of Marketing, 83 (6), 93–112.
78.
ThébaudSarah (2015), “Business as a Plan B: Institutional Foundations of Gender Inequality in Entrepreneurship Across 24 Industrialized Countries,” Administrative Science Quarterly, 60 (4), 671–711.
79.
TorreMargarita (2014), “The Scarring Effect of “Women’s Work”: The Determinants of Women’s Attrition from Male-Dominated Occupations,” Social Forces, 93 (1), 1–29.
80.
UcarErdem (2018), “Local Creative Culture and Corporate Innovation,” Journal of Business Research, 91, 60–70.
81.
VarmanRohitGoswamiParomitaVijayDevi (2018), “The Precarity of Respectable Consumption: Normalising Sexual Violence Against Women,” Journal of Marketing Management, 34 (11-12), 932–64.
82.
VeloutsouCleopatraGuzmanFrancisco (2017), “The Evolution of Brand Management Thinking Over the Last 25 Years as Recorded in the Journal of Product and Brand Management,” Journal of Product & Brand Management, 26 (1), 2–12.
83.
VerhaalJ. CameronHoskinsJake D.LundmarkLeif W. (2017), “Little Fish in a Big Pond: Legitimacy Transfer, Authenticity, and Factors of Peripheral Firm Entry and Growth in the Market Center,” Strategic Management Journal, 38 (12), 2532–52.
84.
VermaSanjeevYadavNeha (2021), “Past, Present, and Future of Electronic Word of Mouth (EWOM),” Journal of Interactive Marketing, 53 (1), 111–28.
85.
WebsterCynthia (1994), “Effects of Hispanic Ethnic Identification on Marital Roles in the Purchase Decision Process,” Journal of Consumer Research, 21 (2), 319–31.
86.
WilliamsRick L. (2000), “A Note on Robust Variance Estimation for Cluster-Correlated Data,” Biometrics, 56 (2), 645–46.
87.
WillisEllen (1984), “Radical Feminism and Feminist Radicalism,” Social Text, 9/10, 91–118.
88.
WillottSaraLyonsAntonia C. (2012), “Consuming Male Identities: Masculinities, Gender Relations and Alcohol Consumption in Aotearoa New Zealand,” Journal of Community & Applied Social Psychology, 22 (4), 330–45.
89.
WinterichKaren PageZhangYinlong (2014), “Accepting Inequality Deters Responsibility: How Power Distance Decreases Charitable Behavior,” Journal of Consumer Research, 41 (2), 274–93.
90.
WooldridgeJeffrey M. (2010), Econometric Analysis of Cross Section and Panel Data. MIT Press.
91.
WuXiaoyueJinLiyinXuQian (2021), “Expertise Makes Perfect: How the Variance of a Reviewer’s Historical Ratings Influences the Persuasiveness of Online Reviews,” Journal of Retailing, 97 (2), 238–50.
92.
YooBoongheeDonthuNaveenLenartowiczTomasz (2011), “Measuring Hofstede’s Five Dimensions of Cultural Values at the Individual Level: Development and Validation of CVSCALE,” Journal of International Consumer Marketing, 23 (3–4), 193–210.
93.
YuenTsunwai WesleyNierodaMarzenaHeHangweiParkYunseul (2021), “Can Dissimilarity in Product Category Be an Opportunity for Cross-Gender Brand Extension?” Journal of Business Research, 135 (2021), 348–57.
94.
ZhuYongminLiuMiaomiaoZengXiaohuaHuangPei (2020), “The Effects of Prior Reviews on Perceived Review Helpfulness: A Configuration Perspective,” Journal of Business Research, 110 (2020), 484–94.
Supplementary Material
Please find the following supplemental material available below.
For Open Access articles published under a Creative Commons License, all supplemental material carries the same license as the article it is associated with.
For non-Open Access articles published, all supplemental material carries a non-exclusive license, and permission requests for re-use of supplemental material or any part of supplemental material shall be sent directly to the copyright owner as specified in the copyright notice associated with the article.
