○馮  昕(慶大)
This study takes a social linguistic approach to understand consumer information processing and the determinants of WOM’s effectiveness. Using a dataset of Amazon.com reviews of iPad posted over a five-year period, the author examines how WOM’s language style shapes WOM effectiveness. The results indicate the reviews with categorical language are more efficient than those with narrative language. However, the marginal benefit of categorical language on WOM’s effectiveness decreases. Furthermore, reviews that reflect information sender’s high social status or leadership has higher effectiveness. The author also examines the moderator role of reviewer’s authenticity. These results hold even when controlling for how other fundamental attributes of reviews affect effectiveness (number of word, rating and emotional tone), as well as review’s marketing variables like product function information, competitor’s product information and consumer endorsement language (e.g., “I love it”, “I recommend it”). Taken together, these findings indicate how language style affects WOM’s effectiveness and what kind of customers should be advocated to send more information.

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