Online Persuasion: How the Written Word Drives WOM
Journal of Advertising ResearchPublished 1 March 2011
Jin Li, Lingjing Zhan
Citations197
SJR quartileQ1
SJR score0.82
SNIP0.72
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Abstract
ABSTRACT Consumer-generated product reviews are important sources of information for producers and consumers. This research includes two studies designed to investigate how language style, organizational structure, and other content features affect the perceived helpfulness of online product reviews. In study 1, researchers analyzed a data set of online product reviews regarding a consumer electronic device and identified content characteristics shared by helpful reviews. Study 2 used an experimental approach to probe the boundary conditions under which specific content features may or may not influence review helpfulness.
Keywords
Social SciencesDecision Sciences
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