Emoticon Effects: a Double-Edged Sword in Online Review Helpfulness

We examine how emoticons in online reviews influence review helpfulness. Studies based on an experiment and a field data show that in narrative-based reviews, positive (negative) emoticons increase (decrease) review helpfulness. Opposite patterns are found in list-based reviews. Processing fluency serves as the underlying mechanism to explain the effects above.



Citation:

Guei-Hua Huang, Chun-Tuan Chang, and Chia-Han Chang (2019) ,"Emoticon Effects: a Double-Edged Sword in Online Review Helpfulness", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 637-637.

Authors

Guei-Hua Huang, National Pingtung University
Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
Chia-Han Chang, National Sun Yat-Sen University, Taiwan



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

Do Altruistic Individuals "Share" More Contents on Social Media?

Travis Tae Oh, Columbia University, USA
Keith Wilcox, Columbia University, USA

Read More

Featured

Financial Education and Confidence in Financial Knowledge

Stephen Atlas, University of Rhode Island
Nilton Porto, University of Rhode Island
Jing Jian Xiao, University of Rhode Island

Read More

Featured

To Apologize, or Not to Apologize? That is A Question - How Should an Organization Respond to Executive Employees’ Private Life Misconduct?

Zayed Bin Islam, University of Guelph, Canada
Juan Wang, University of Guelph, Canada
Towhidul Islam, University of Guelph, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.