Document Type
Conference Proceeding
Publication Date
2021
Abstract
This extended abstract explores the effect of profanity usage and writing quality on the perceived helpfulness of online customer reviews and customers’ purchase intentions. Customer reviews have become increasingly important in recent years. Topics related to customer reviews are valence, quality, and the presence or absence of profanity. While previous research has connected some of these topics, the moderating effect of profanity on review quality is scarce. We expect that readers will find low quality negative reviews containing profanity less helpful, high quality negative reviews containing profanity more helpful, and high quality reviews containing profanity more helpful. Furthermore, we expect a neutral effect from low quality positive reviews containing profanity. We believe this research will provide practical applications for platforms that host customer reviews.
Recommended Citation
Wilcox, Dustin R. and Karabas, Ismail, "The Effect of Profanity and Quality on Perceived Review Helpfulness and Purchase Intentions" (2021). Association of Marketing Theory and Practice Proceedings 2021. 15.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2021/15
