It's Not Just What You Say, But How You Say It: The Effect of Language Style Matching on Perceived Quality of Consumer Reviews

Angela Xia Liu, Ying Xie and Jurui Zhang

Journal of Interactive Marketing, 2019, vol. 46, issue C, 70-86

Abstract: This study explores the role of language style in the perceived quality of online reviews. Drawing from research in psychology and sociology, we posit that language style matching (LSM) of a review—the degree to which the language style of a review matches the language style of intended customers—directly influences the perceived quality of the review. We also propose that LSM should matter more when processing fluency is greatly needed such as when customers learn about new products and process complicated product information. Using restaurant reviews from Yelp, we calculate the LSM score for every review to measure the distance between the language style of the focal review and the typical language style of the restaurant's intended customers. We find that LSM has a significant and positive effect on the number of useful votes received by a review. In addition, the effect of LSM is more pronounced for less familiar restaurants and for more complicated reviews. We discuss the implications of these findings for online review platforms, restaurant managers, and online review writers and close by identifying several opportunities for further research.

Keywords: Online consumer reviews; Review quality; Review helpfulness; Language style matching (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1094996818300689
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:46:y:2019:i:c:p:70-86

DOI: 10.1016/j.intmar.2018.11.001

Access Statistics for this article

Journal of Interactive Marketing is currently edited by B. T. Ratchford

More articles in Journal of Interactive Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().