Helpful or harmful? A double-edged sword of emoticons in online review helpfulness

Emoticons are graphic demonstrations of facial expressions. They have become a common and easy-to-use tool for online users to express ideas or feelings. Earlier research highlights the importance of emoticons in computer-mediated communications. However, limited attention has been given to the use of emoticons in online reviews. Using the Cognitive Tuning Theory as the backbone, we attempt to examine how emoticons in online reviews influence...