Quantifying the effects of online review content structures on hotel review helpfulness

Purpose Drawing on attribution theory, the current paper aims to examine effects of review content structures online helpfulness, focusing three pertinent variables: sidedness, information factuality, and emotional intensity at beginning a review. Moreover, moderating roles reviewer reputation sentiment are investigated. Design/methodology/approach The 144,982 hotel reviews was computed sentence level by considering presence adverbs negative terms. Then, authors quantified impact variables that were helpfulness in terms factuality Zero-inflated binomial regression employed test model. Findings results reveal sidedness negatively affects moderates this effect. Information positively positive impact. A begins with highly statement is more likely be perceived as less helpful. Originality/value Using theory theoretical lens, study contributes customer literature investigating demonstrating important sentiment. findings can help practitioners develop effective appraisal mechanisms guide consumers producing helpful reviews.