doi:10.1108/JHTT-04-2022-0120engRuiz-Equihua, DanielCasaló, Luis V.Romero, JaimeCompany size, online reviews and customer responses: implications for SMEs in the hospitality fieldART-2023-133562Purpose: Previous research into online reviews in the hospitality industry has focused mainly on big companies; thus, it is not yet known whether its findings apply also to small and medium enterprises (SMEs), the most abundant in the sector. Focusing on online reviews in the hospitality sector, this study aims to analyse whether firm size moderates the relationship between online review valence and customer responses. Design/methodology/approach: This study uses a 2 (positive vs negative online review) × 2 (SME vs big company) experimental research design conducted in two hospitality settings, hotels and restaurants. Findings: The impact of online reviews on customer responses is less intense for smaller hospitality companies. Originality/value: This study incorporates firm size as a moderator of the relationship between online review valence and customer responses in two hospitality settings, restaurants and hotels.2023http://zaguan.unizar.es/record/12599410.1108/JHTT-04-2022-0120http://zaguan.unizar.es/record/125994oai:zaguan.unizar.es:125994info:eu-repo/grantAgreement/ES/DGA-FSE/LMP51-21info:eu-repo/grantAgreement/ES/DGA/S20-20Rinfo:eu-repo/grantAgreement/ES/MCINN/PID2020-113561RB-I00info:eu-repo/grantAgreement/ES/MICIU/PID2019-105468RB-I00Journal of Hospitality and Tourism Technology 14, 3 (2023), 490-502by-nchttp://creativecommons.org/licenses/by-nc/3.0/es/info:eu-repo/semantics/openAccess