The case study of Yelp

1. The Evaluation of Media
Management
The case study of Yelp

2. Introduction and Background
Yelp.com is a website that consumers can write comments
for restaurants and other businesses. Yelp was founded in
2004, and is based in San Francisco (Luca, 2011).
On Yelp, which include restaurants, shopping centers, hotels,
tourism and other areas of businesses, users can give
businesses scoring in the Yelp site, to submit comments,
exchange experience, and so on (Luca, 2011).

3. Marketing and Branding
 What is Yelp? (until 45seconds)
 https://www.youtube.com/watch?v=RPRDZgYSZ_c
 Yelp's official twitter https://twitter.com/yelp (use 25 seconds)

4. Technological Affordances
 Yelp’s basic function of the home page. (until 52 seconds)
 https://www.youtube.com/watch?v=RQAYjpShkgY

5. Technological Affordances
 How does Yelp work? (from 00:45-1:05)
 https://www.youtube.com/watch?v=RPRDZgYSZ_c
 How to Write a Business Review on Yelp
 http://helptips.net/18/write-business-review-yelp/
 The Yelp mobile application:
1. searching by keywords
2. locating special offers
3. uploading photos
4. reading/writing reviews

6. User Experiences
Some random interviews
with the use of Yelp
https://www.youtube.co
m/watch?v=l2dkJctUDIs
(0:20-1:10)
Some comments about
Yelp

7. Conclusion
 Yelp is the largest U.S. comment website, which can search
by keyword, business, or special offer.
 Consumers can write comments to businesses, to provide
advice to other users.
 Registered users can search in the vicinity of the
characteristics of the store according to the positioning
function
 A small part of the review sometimes the credibility is
relatively low

8. References List
 Hicks, A., Comp, S., Horovitz, J., Hovarter, M., Miki, M., & Bevan, J. L. (2012). Why
people use Yelp. com: An exploration of uses and gratifications.Computers in Human
Behavior, 28(6), 2274-2279.
 How to - tips - top 10 lists, (2013). How to Write a Business Review on Yelp. [online]
Available at: http://helptips.net/18/write-business-review-yelp/ [Accessed 12 Jan. 2016].
 Luca, M. (2011). Reviews, reputation, and revenue: The case of Yelp. com.Com (September
16, 2011). Harvard Business School NOM Unit Working Paper, (12-016).
 Pelvic Health and Rehabilitation Center, (2016). Review Us on Yelp - Pelvic Health and
Rehabilitation Center. [online] Available at: http://www.pelvicpainrehab.com/review-us-on-
yelp/ [Accessed 12 Jan. 2016].
 Twitter.com, (2016). Yelp (@Yelp) | Twitter. [online] Available at: https://twitter.com/yelp
[Accessed 12 Jan. 2016].
 YouTube, (2016). Advertising with Yelp. [online] Available at:
https://www.youtube.com/watch?v=RQAYjpShkgY [Accessed 12 Jan. 2016].