This study empirically verified the endorsement effect of a restaurant platform as a reliable third-party organization on changes in customers’ attitudes toward restaurants by measuring big data-based consumption values using customers’ reviews and applying difference-in-differences. The results indicated that endorsement effects are effective when specific cues are provided and under unusual circumstances such as the pandemic.

• Dohyung Bang(Purdue University, West Lafayette, Indiana, USA)
• SooCheong (Shawn) Jang(Purdue University, West Lafayette, Indiana, USA)