The role of cultural values in consumers' evaluation of online review helpfulness: a big data approach

Purpose Online consumer reviews are increasingly used by third-party e-commerce organizations to shed light on the positive and negative sides of brands they sell. However, large number requires these shortlist most helpful ones cope with information overload. A growing scholars have been investigating determinants review helpfulness; however, little is known about influence cultural factors in consumer's evaluation helpfulness. Design/methodology/approach This study has adopted Hofstede's values framework assess We a sample 570,669 851 hotels published reviewers from 81 countries Booking.com. Findings reveal that contexts score high power distance, individualism, masculinity, uncertainty avoidance indulgence more likely write reviews. Originality/value one first cross-cultural studies marketing using big data approach examining how users different evaluate helpfulness online