TY - JOUR T1 - Online Persuasion: How the Written Word Drives WOM JF - Journal of Advertising Research JO - J Advert Res SP - 239 LP - 257 DO - 10.2501/JAR-51-1-239-257 VL - 51 IS - 1 AU - Jin Li AU - Lingjing Zhan Y1 - 2011/03/01 UR - http://www.journalofadvertisingresearch.com/content/51/1/239.abstract N2 - Consumer-generated product reviews are important sources of information for producers and consumers. This research includes two studies designed to investigate how language style, organizational structure, and other content features affect the perceived helpfulness of online product reviews. In study 1, researchers analyzed a data set of online product reviews regarding a consumer electronic device and identified content characteristics shared by helpful reviews. Study 2 used an experimental approach to probe the boundary conditions under which specific content features may or may not influence review helpfulness. ER -