This product works well (for me): The impact of first-person singular pronouns on online review helpfulness



Wang, Fang and Karimi, S ORCID: 0000-0002-0551-1040
(2019) This product works well (for me): The impact of first-person singular pronouns on online review helpfulness. Journal of Business Research, 104. 283 - 294.

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Abstract

Can linguistic choices of reviewers, such as using first-person singular pronouns (FPSP), affect readers' perception of information helpfulness? When sharing their purchase and consumption experiences, online reviewers tend to excessively use FPSP to refer to themselves. However, the effect of this language choice on readers' perception of information value is unknown. Drawing on communication and psycholinguistic literatures, this research theoretically develops and empirically analyzes the effects of the use of FPSP on perceived review helpfulness. The empirical results, based on a sample of 41,656 reviews from Amazon.com, suggest that the use of these pronouns has a negative impact on the perceived helpfulness of online reviews. In addition, such effects are moderated by review attributes such as length, valence and affective content, being more prominent for shorter reviews, reviews with lower valence and higher level of affect.

Item Type: Article
Uncontrolled Keywords: online reviews, text analysis, electronic word-of-mouth (eWOM), perceived helpfulness, first-person singular pronoun, elaboration likelihood model
Depositing User: Symplectic Admin
Date Deposited: 30 Jul 2019 15:21
Last Modified: 23 Aug 2022 11:45
DOI: 10.1016/j.jbusres.2019.07.028
Related URLs:
URI: https://livrepository.liverpool.ac.uk/id/eprint/3050622