Perceived helpfulness of eWOM: Emotions, fairness and rationality

Elvira Ismagilova*, Yogesh K. Dwivedi, Emma Slade

*Corresponding author for this work

Research output: Contribution to journalArticle (Academic Journal)peer-review

26 Citations (Scopus)
125 Downloads (Pure)


Consumers use online reviews to help make informed purchase decisions. This paper extends existing research by examining how content of online reviews influences perceptions of helpfulness by demonstrating how different emotions can influence helpfulness of both product and service online reviews beyond a valence-based approach using cognitive appraisal theory and attribution theory. This research contributes to existing knowledge regarding the theory of information processing, attribution theory, and cognitive appraisal theory of emotions. Using findings from this study, practitioners can make review websites more user-friendly which will help readers avoid information overload and make more informed purchase decisions.
Original languageEnglish
Number of pages13
JournalJournal of Retailing and Consumer Services
Early online date15 Feb 2019
Publication statusPublished - Mar 2020


  • Online review
  • Helpfulness
  • Negative emotions


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