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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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