Purpose This study aims to propose a model to explain online review helpfulness grounded on both previously identified constructs (e.g. review length) and new ones, which have been analyzed in other online reviews’ contexts but not to explain helpfulness. Design/methodology/approach A total of...

Purpose Electronic word of mouth in the form of user-generated content (UGC) in social media plays an important role in influencing customer decision-making and enhancing service providers’ brand images, sales and service innovations. While few research studies have explored real content...