Online Persuasion: How the Written Word Drives WOM

Lingjing Zhan

204 citations0/0 files storedJournal of Advertising Research

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Digital Marketing and Social Media Consumer Behavior and Marketing Influence Sentiment Analysis and Opinion Mining

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.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1988Development and validation of brief measures of positive and negative affect: The PANAS scales.1992Information Systems Success: The Quest for the Dependent Variable 2006The Effect of Word of Mouth on Sales: Online Book Reviews 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?1986Communication and Persuasion 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1979Biased assimilation and attitude polarization: The effects of prior theories on subsequently considered evidence.

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2021Keeping up with influencers: exploring the impact of social presence and parasocial interactions on Instagram 2016Analyzing electronic word of mouth: A social commerce construct 2019Perceived helpfulness of eWOM: Emotions, fairness and rationality 2015How Do Expressed Emotions Affect the Helpfulness of a Product Review? Evidence from Reviews Using Latent Semantic Analysis

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