Abstract
Through the lens of Construal Level Theory, this study aims to understand whether and to what extent peer-to-peer communication (i.d. online reviews) differs from communication that consumers share with providers (i.d. customer satisfaction textual feedback) in the context of hospitality. Adopting automated content analysis, this research indicates that when communicating to peers in online platforms (low social distance) customers´ communication tends to be more authentic, in terms of the use of tone and the higher emotion than when customers provide feedback directly to companies (high social distance).