Helpfulness of Online Review Content: The Moderating Effects of Temporal and Social Cues

This study advances our understanding of consumer evaluation of search product review content, which can vary in its concreteness, by considering contextual review cues that are often tagged to product review content. Anchoring on construal level theory, we differentiate two forms of contextual review cue—namely, temporal cue (i.e., when the review was posted) and social cue (i.e., who posted the review)—and posit their individual and joint...