Yelp is a review website founded in 2004 that allows users to write and read reviews of local businesses. It uses location-based services to recommend nearby businesses to users based on their location. Reviews help businesses with their branding and marketing efforts while also helping users make decisions. The website has become a major platform for social interactions and sharing information about products and services.

1. Find us
Find you
27956512
Gao Chen Qing
Global Media Management
Digital Presentation:
yelp

2. Introduction
Marketing and branding
Technological affordances
User Experiences
Conclusion

3. What is yelp?
• The biggest review website
• Was founded in 2004
• The company was founded in
San Francisco
Similar applications ：
DianPing.com
The earliest review website
Appeared
in2003 （ ShangHai ）
Figure 1
Figure 2

4. Marketing and Branding
Yelp TV Commercial 2015. Available at ； https://www.youtube.com/watch?v
=pAXPY2dBq9I&feature=youtu.be

5. • A large number of users
• Target population: without age limit
• Give a platform for consumers to express review of life.
• Save people's time
• Help to make decision
• Social media platforms
• Information resources sharing
• New marketing platform for businesses

6. business
user
product
review
On yelp Basic brand
image
Philanthropy to enhance the brand image
Yelp will be connected with the business and service to create a
unique regional brand characteristics. (Booth, 2014)
Figure 3

7. Technological affordances
Nearby ： find
the best choice
to user
Location
-based
service:
find user
real
position
Figure 4

8. People can download
yelp in app store.
Open yelp and click “nearby”:It will
recommend a variety of special
services to users. (restaurants,coffee
also have dentist)
Figure 5 Figure 6

9. Location-based service
Location-based service is a real mobile location application. It
helps to understand the mobile device of user‘s location and
mobility of expression. (Murukannaiah and Singh, 2014)
Figure 7

10. User Experiences
• People become a yelper and then can
write review on yelp.
• The most basic function of yelp is
to write a comment.
• Users can also give a score and
give stars to businesses.
User influence Businesses
Many studies have shown that comment will directly affect
sales. (Chevalier and Mayzlin ,2006)
Figure 8

11. People use yelp is to find information. (Hick et al, 2012)
yelp reviews have formed a large database
People can chat with other user.
Figure 9

12. • References:
Chevalier,J., and Mayzlin,D., (2006) The Effect of Word of Mouth on Sales: Online
Book Reviews. Journal of marketing research, 43(3),pp. 345–354.
Hicks, A., Comp, S., Horovitz, J., Hovarter, M., Miki, M., and Bevan, J. (2012) Why
people use Yelp.com: An exploration of uses and gratifications. Computers In
Human Behavior, 28(6), pp. 2274-2279.
Murukannaiah, P., and Singh, M. (2014) Understanding Location-Based User
Experience. IEEE Internet Computing, 18(6), pp. 72-76.
Figure references:
http
://mobilefomo.com/2013/03/yelp-leverages-geo-location-display-ads-mobile-app/
http://www.ipadown.com/da-zhong-dian-ping-hd-review
http://www.yelpfoundation.org/
https://itunes.apple.com/us/app/yelp/id284910350?mt=8&ign-mpt=uo%3D8
https://www.yelp.com/mobile
http://www.pcmag.com/slideshow_viewer/0,3253,l=244304&a=244304&po=1,00.as
p
http://www.storedge.com/why-and-how-location-based-services-should-be-utilized-
in-self-storage